The SPFL have announced a new five-year deal with betting company William Hill, replacing car dealer Cinch as the Scottish Premiership’s title sponsor.
Cinch had opted to end their agreement with the SPFL early, which left Hampden officials searching for a new partner in a difficult market.
However, they have managed to come up with what they say is a record deal for Scottish football.
The league body said: “Under the record-breaking, five-year deal, which begins at the start of season 2024/25, William Hill will become the title sponsor of all four SPFL divisions as well as the Official Betting Partner of the SPFL. This will see the four SPFL divisions become the William Hill Premiership, William Hill Championship, William Hill League 1, and William Hill League 2.
“Alongside its partnership and title sponsorship, William Hill and the SPFL have partnered with EPIC Global Solutions – a global consultancy focused on gambling harm prevention – to launch a multi-year, first-of-its-kind programme on gambling harm awareness across Scottish football for SPFL players, staff, and supporters.”
New sponsor deal worth £10m to Scottish football
It’s been reported by The Scottish Sun [08/06 print edition, p. 68] that the five-year agreement is worth £10m in total, so £2m per season.
That’s up from the £1.6m per season the league were said to be getting from Cinch. [BBC]
That £400,000 increase is split between all of the clubs in the SPFL per the league’s distribution system, so it’ll only be a modest increase for Celtic on current amounts.
For the 2023/24 season, the Bhoys are thought to have banked close to £4.3m as title winners. That prize pot will be pushed a little further next term – especially with Premier Sports also buying a new TV package.
It’s still less than 4% of Celtic’s total turnover, in contrast to some clubs in other leagues who have far more generous TV deals.
Celtic will be looking to generate most of their cash from supporters via ticket sales and merchandise, as well as the UEFA Champions League. Still, for SPFL clubs having a sponsor is far preferable to not having one.