'William Hill Premiership': SPFL strikes five-year sponsor deal with betting giants

The Scottish Professional Football League (SPFL) has struck a five-year deal with William Hill to sponsor all four top-flight divisions in Scotland.

The leagues, previously sponsored by Cinch, will now be rebranded as the William Hill Premiership, the William Hill Championship, William Hill League 1 and William Hill League 2.

The deal, which begins at the commencement of the 2024/25 domestic football season, will see the betting giant becoming the official betting partner of the SPFL.

William Hill previously were sponsors for the Scottish Cup.

Scottish football bosses said a partnership with with EPIC Global Solutions – a global consultancy focused on gambling harm prevention – has also been launched for SPFL players, staff, and supporters.

Workshops are to be held across all 42 SPFL clubs to “educate players and backroom staff on the dangers of gambling harm in the elite sports environment.”

SPFL group chief executive Neil Doncaster said: “William Hill is a name long associated with Scottish football and we are enormously excited to have reached a long-term, record-breaking agreement with our new title sponsors.

“This is tremendous news for our clubs and their fans, for the profile of the league, and for Scottish football in general. In addition to the sponsorship with William Hill, our pioneering gambling harm awareness programme with EPIC will help to educate the communities across the 42 SPFL clubs on gambling harm prevention.

“Everyone at the SPFL is looking forward to working with William Hill to promote the passion, drama and excitement of the League and its 42 clubs over the next five seasons, as well as the roll-out of our programme with EPIC.

“I would also like to place on record our sincere thanks to cinch for its extremely positive contribution to Scottish football over the past three years and wish them and their management team the very best for the future.”

Michael Sheehan, William Hill’s marketing director said: “We’re delighted to become title sponsor and official betting partner of the SPFL, as well as launching a pioneering Gambling Harm Awareness programme, delivered by EPIC.

“For decades, we at William Hill have loved Scottish football and its fiercely loyal and passionate fans. Now, building on our long-standing association with Scottish football, we are delighted to be playing our part in five exciting seasons of the SPFL.

“In addition to our sponsorship, we will work proactively and extensively to raise awareness of the potential risks associated with betting across the Scottish footballing community.

“As a business, we place customer safety and responsible gambling at the heart of everything we do, and we are looking forward to delivering an extensive programme across SPFL clubs to educate and promote healthy and safe relationships with betting.”

The search for a new SPFL title sponsor was led by Brendan Napier of Scottish Football Marketing, in a joint venture between the SPFL, The Scottish FA and the Scottish Women’s Premier League.

He said: “Securing such a well-known, marquee brand as William Hill on a record-breaking deal is a tremendous coup for Scottish football and underscores the attractiveness of our national sport for forward-thinking sponsors.

“It’s early days for Scottish Football Marketing, but today’s announcement sets a very welcome standard for future deals and signals that Scotland’s national sport is well and truly open for business.”