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SPFL Announce New Record-Breaking Sponsorship

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The Scottish Professional Football League has secured a “record-breaking” five-year title sponsorship agreement with bookmaker William Hill.

Soccer Football – Scottish Premiership – Celtic v St Mirren – Celtic Park, Glasgow, Scotland, Britain – May 18, 2024 Celtic players celebrate with the trophy after winning the Scottish Premiership REUTERS/Russell Cheyne

This new partnership replaces the previous sponsorship by car showroom company Cinch, which opted to terminate its five-year contract, valued at approximately £1.6 million annually, two years ahead of schedule.

William Hill, a prominent betting company, will now be the title sponsor across the Premiership, Championship, and Leagues 1 and 2. This transition to a new sponsor comes after the SPFL’s recent announcement that an additional 20 Premiership Games will be broadcast live on subscription television starting next season.

There are, like always when a betting company becomes involved with a Football league/club, ethical questions which will arise.

Personally, I don’t like having a betting sponsor, but the Scottish Game can’t turn its noses up at the highest bidder, and in this case, that was William Hill.

On the back of this announcement, EPIC Global Solutions will work with all 42 clubs, setting up workshops to raise awareness of gambling harm, the SPFL has announced.

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