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SPFL confirm William Hill as new sponsors after cinch deal scrapped in money-spinning agreement

The SPFL has confirmed a new five-year sponsorship deal with William Hill to add to their Scottish Cup agreement.

The money-spinning contract with the betting company is a record-breaker for Scottish football believed to be worth around £10million to our game. The company will become the title sponsor of all four divisions to see them officially become the William Hill Premiership, William Hill Championship, William Hill League 1, and William Hill League 2.

Alongside the partnership, they have also dealt with EPIC Global Solutions which is a consultancy focusing on gambling harm prevention and that is to bring awareness for players and fans within the game. Neil Doncaster, the SPFL chief, recently explained how he had been negotiating a lucrative new deal and he finally confirmed the news this morning.

"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.”

William Hill’s Marketing Director Michael Sheehan added: “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.”