New Football Partnership
The BBC and SunSport have reported that leading British bookmaker William Hill is close to securing a sponsorship deal with the Scottish Professional Football League.
The deal will see the operator become the main sponsor of the league, taking the division’s naming rights from current sponsor Cinch.
Five-Year Deal
Reports indicate that the deal is set to last for five years, with William Hill injecting £10m into the Scottish league during that time. The deal comes following Cinch's exercise of its clause to walk away from its current five-year sponsorship deal.
Cinch signed a deal with the SPFL in 2021, which was estimated to be worth around £1.6m per year. However, the company announced last year that it would be exercising its right to leave the deal, with the division having been on the hunt for a new sponsor ever since.
Cinch Chief Customer Officer Robert Bridge said that the decision was not made easily and that an evolution of the brand’s marketing focus was the driving factor behind the decision. He also stated that the sponsorship had been a huge help to the company and had helped raise brand awareness.
Previous Sponsorship
This deal would not be the first time William Hill has had an involvement with Scottish football. The popular bookmaker was the sponsor for the Scottish Cup between 2011 and 2020. It is estimated that the company invested around £1m a year into the competition.
Following the end of the deal, Scottish GAs took over the sponsorship rights, with the division still known as the Scottish Gas Scottish Cup.
An official announcement from the Scottish Premier League is expected in the coming weeks, with the season officially ending on the 18th of May. The title is still yet to be decided, with Celtic and Rangers set for a mammoth Old Firm Derby Clash at Celtic Park this weekend.
