SPFL Secures Landmark Sponsorship Deal with William Hill

The Scottish Professional Football League (SPFL) has inked a historic title sponsorship agreement with William Hill, a leading UK betting company. Starting from the 2024/25 season, this five-year deal marks a significant milestone for the SPFL.

Under this record-breaking partnership, William Hill will become the title sponsor for all four SPFL divisions. Consequently, these will be named the William Hill Premiership, William Hill Championship, William Hill League 1, and William Hill League 2. Additionally, William Hill will serve as the Official Betting Partner of the SPFL.

Addressing Gambling Harm

In conjunction with this sponsorship, William Hill and the SPFL are collaborating with EPIC Global Solutions to launch a pioneering gambling harm awareness program. This initiative aims to educate SPFL players, staff, and supporters on the risks associated with gambling. Over the coming months, EPIC will conduct engaging workshops across all 42 SPFL clubs, ensuring participants understand the dangers of gambling harm and know where to seek support.

EPIC will also extend these sessions to supporters and community groups within clubs that have Community Trusts. Past programs by EPIC in global sports have shown that over 90% of professional athletes gain confidence in seeking help for gambling issues as a result of these sessions.

SPFL Group Chief Executive Neil Doncaster expressed his enthusiasm, stating, “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, their fans, the league’s profile, and Scottish football in general. Our partnership with EPIC will help educate communities across the 42 SPFL clubs on gambling harm prevention.”

William Hill’s Marketing Director Michael Sheehan added, “We’re delighted to become the title sponsor and Official Betting Partner of the SPFL, as well as launching a pioneering Gambling Harm Awareness program, delivered by EPIC. For decades, William Hill has loved Scottish football and its passionate fans. We are thrilled to play our part in five exciting seasons of the SPFL.”

Brendan Napier of Scottish Football Marketing, who led the search for a new SPFL title sponsor, remarked, “Securing such a well-known brand as William Hill on a record-breaking deal is a tremendous coup for Scottish football. This partnership underscores the attractiveness of our national sport for forward-thinking sponsors and sets a very welcome standard for future deals.”

This landmark sponsorship deal with William Hill signals a promising future for the SPFL, combining financial support with a commitment to promoting responsible gambling practices.