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One of the top bookmakers in the UK, William Hill, has announced a major new relationship with the Scottish Professional Football League (SPFL). With the start of the 2024–2025 season, William Hill will become the official title sponsor of all four SPFL divisions thanks to this innovative five-year agreement. William Hill Premiership, William Hill Championship, William Hill League 1, and William Hill League 2 will be the new names given to the divisions.
In addition to the title sponsorship, William Hill has also been named the Official Betting Partner of the SPFL. The partnership includes a collaboration with EPIC Global Solutions, a consultancy specializing in gambling harm prevention. Together, they will launch an unprecedented gambling harm awareness program tailored for Scottish football. This initiative will involve interactive workshops across all 42 SPFL clubs, aimed at educating players, staff, and supporters about the risks associated with gambling.
EPIC’s workshops will provide crucial information to players and backroom staff, helping them understand the impact of gambling-related harm and how to seek support. Furthermore, EPIC will extend these sessions to community groups and supporters within clubs that have Community Trusts. Similar programs by EPIC in other sports have shown that over 90% of professional athletes feel more confident in seeking help for gambling issues after attending these sessions.
Neil Doncaster, SPFL group chief executive, expressed his enthusiasm for the new partnership: “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.”
He also highlighted the importance of the gambling harm awareness program, stating, “Our pioneering gambling harm awareness program with EPIC will help educate the communities across the 42 SPFL clubs on gambling harm prevention.”
Michael Sheehan, Marketing Director at William Hill, echoed these sentiments: “We’re delighted to become title sponsor and Official Betting Partner of the SPFL, as well as launching a pioneering Gambling Harm Awareness program, delivered by EPIC. For decades, we at William Hill have loved Scottish football and its fiercely loyal and passionate fans.”