William Hill is reportedly on the brink of finalising a new title sponsorship deal with the Scottish Professional Football League (SPFL).
In replacing the online car retailer cinch, reports suggest that the bookmaker, known for its previous sponsorship of the Scottish Cup, may sign a deal spanning up to five years, starting from next season.
The league has been looking for a new main sponsor since last year when cinch announced it was ending its deal.
The new partnership is apparently going to be worth £10m, which will be of great financial benefit to all 42 member clubs.
Last week, Neil Doncaster, SPFL Chief Executive, hinted that a deal with an unnamed company was close, stating: “It’s a challenging sponsorship environment. Any of our 42 member clubs would tell you the same.
“Cinch is coming out of the contract this summer and I am optimistic that we will have a replacement sponsor for the start of the new season.
“I’m not going to tell you when. But I’m optimistic we will have a sponsor in place for next season.”
It seems as though the SPFL has made the decision to return to the gambling sector, after having previously been sponsored by Ladbrokes in a five-year deal from 2015.
While Scottish football is set to return to the gambling industry for sponsorships, English football has put in place restrictions. Last year, the Premier League voted in favour of a ban on front-of-shirt sponsorships displaying a gambling company.
The rule will be enforced from the 2025/26 season. Ahead of its implementation, several clubs have moved away from the industry, however, Aston Villa has looked to make the most of the industry’s lucrative money while it still can.
Elsewhere, Tottenham Hotspur has adapted, reportedly signing a deal with BetMGM for sponsorship of the club’s training kits – the new restriction only applies to front-of-shirt kits and not training kits or sleeve sponsorships.
