Scottish Professional Football League nears deal with William Hill for League Sponsorship

The Scottish Professional Football League (SPFL) is reportedly on the verge of finalizing a new league sponsorship agreement with bookmaker William Hill.

As per media reports, the betting company, a previous sponsor of the Scottish Cup, is poised to commit to a deal spanning up to five years.

This development comes after the league found itself in search of a new main sponsor following the announcement by online car retailer Cinch last year of its intention to terminate its partnership with Scottish football. Cinch had entered into a five-year contract in 2021 but opted to exercise its option to withdraw after three years.

At the time, Cinch chief customer officer Robert Bridge said the partnership with the SPFL had been "an important factor" in raising the brand's awareness but that the company was "evolving their marketing focus."

The potential partnership with William Hill is anticipated to be valued at £10 million ($12.5 million), offering significant financial advantages to all 42 member clubs within the SPFL, media reports said.

The decision to shift its attention to the gambling sector for sponsorships marks a return for the SPFL, which had previously been sponsored by Ladbrokes in a five-year deal beginning in 2015.

In contrast to Scottish football's move, English football has implemented restrictions regarding gambling sponsorships. The Premier League recently voted in favor of a ban on front-of-shirt sponsorships featuring gambling companies, set to take effect from the 2025/26 season.

Consequently, several clubs have distanced themselves from the industry. However, Aston Villa has sought to capitalize on the sector's financial prospects before the ban comes into force by striking a two-year deal with Betano.

Meanwhile, Tottenham Hotspur has adapted its sponsorship strategy, reportedly securing a deal with BetMGM to sponsor the club's training kits. Notably, the new restriction applies solely to front-of-shirt kits and not to training kits or sleeve sponsorships.