The Scottish Premiership Football League (SPFL) has announced a new five-year partnership with betting company William Hill, replacing car dealer Cinch as title sponsor. Cinch had decided to terminate their arrangement with the SPFL early, leaving Hampden authorities looking for a new partner in a challenging market. However, they have secured what they claim is a record agreement for Scottish football. The league body stated: “Under the record-breaking five-year deal, which begins at the start of season 2024/25, William Hill will become the title sponsor of all four SPFL divisions as well as the SPFL’s Official Betting Partner. The four SPFL divisions will henceforth be known as the William Hill Premiership, William Hill Championship, William Hill League 1, and William
In addition to its partnership and title sponsorship, William Hill and the SPFL have partnered with EPIC Global Solutions, a global consultancy focused on gambling harm prevention, to launch a multi-year, first-of-its-kind program on gambling harm awareness across Scottish football for SPFL players, staff, and supporters. New sponsorship contract of £10 million for Scottish football. The Scottish Sun [08/06 print edition, p. 68] said that the five-year arrangement is for £10 million in total, or £2 million every season. This is an increase from the £1.6 million per season that the league was believed to get from Cinch. [BBC] The £400,000 increase is distributed among all SPFL teams according to the league’s distribution mechanism, therefore Celtic will only get a minor rise in current levels.