The SPFL has announced the extension of its partnership with Betfred for the betting operator to remain as the primary sponsor of the Scottish League Cup, for a further year.
The extension was confirmed by SPFL Chief Executive Neil Doncaster at the league’s general meeting this morning at Hampden Park. The deal represents another significant investment into Scottish football, the country’s fans look forward to this Sunday’s highly-anticipated Betfred Cup semi-finals, with Hearts taking on holders Celtic at Murrayfield, and Aberdeen facing Rangers at Hampden Park.
Doncaster commented on the extension: “We are delighted to announce this sponsorship extension with Betfred as we build up to this Sunday’s Betfred Cup semi-finals at BT Murrayfield and Hampden Park.
“Betfred have fully embraced the new competition format since its inception in 2016 and we look forward to continuing our partnership until at least 2020.”
Betfred Owner Fred Done, added: “I feel that the revamped Betfred Cup has been a tremendous success and I had no hesitation in agreeing an extension to the current deal.”
It follows on from the success of an exciting and innovative new format, which was introduced at the beginning of season 2016/17. This revamp included a group stage with a ground-breaking bonus point system beginning in the summer months, a new broadcast partner in BT Sport, increased revenue for clubs and a pre-Christmas final allowing for the re-introduction of the winter break.
Betfred, which was established in 1967, has since grown to a 1,400 betting shop and vast online business. The company has a strong pedigree of sporting sponsorships including existing agreements with the Rugby League Betfred Super League and Betfred World Snooker Championship.