Last Friday, the Scottish Professional Football League (SPFL) announced a record-breaking title sponsorship deal with William Hill.
As part of the five-year agreement, problem gambling consultancy EPIC Global Solutions was brought on board the deal to launch a programme in partnership with the league and bookmaker, to deliver courses on gambling harm to SPFL players, staff and fans.
John Millington, Senior Director at EPIC Global Solutions, oversaw the company’s expansion in support to leading names in sport in recent years, now overseeing problem gambling awareness within Scotland.
He commented on the new deal: “We’re proud that we’ve once again been seen as the perfect partner to raise awareness around problem gambling issues and we’re grateful to William Hill and the SPFL for bringing this opportunity together.
“We look forward to engaging with new audiences in Scotland from next season and helping to minimise the risks that gambling can pose in a high-risk sector like elite sport.”
EPIC Global Solutions draws on real-life problem gambling experiences from consultants who used to play professional sports. The firm offers training, education, awareness and consultancy to those affected by problem gambling.
The company’s partnerships are not just subjected to football. EPIC has partnered with leagues and teams from a wide range of sports, such as the MLB, Horse Racing and cricket.
Social responsibility was highlighted upon the announcement of William Hill and the SPFL’s long-term agreement, as the betting company will be featured prominently for each SPFL game over the next five years.
Millington explained that both parties cited EPIC’s Gambling Harm Review in Sport white paper that was released in February 2023.
He stated: “In that report, guided by experts from the world of elite sport and the gambling ecosystem, we advised that in order to safeguard against the potential for sports betting harm, any new sponsorship agreement between gambling operators and sports organisations should have measures built in, such as education or awareness campaigns, to try and prevent problem gambling.
“This new arrangement does exactly that, for the benefit of players, staff and supporters in Scottish football, who can all learn from our distinct lived experience-based approach and create an open culture within clubs to talk about the issue.”
Whilst being a part of the landmark SPFL deal, this is not EPIC’s first foray into Scotland after the firm struck a partnership with the country’s most successful club Rangers FC last November.
Speaking during the announcement of the SPFL agreement, William Hill Marketing Director, Michael Sheehan, hailed EPIC’s involvement in the Gambling Harm Awareness programme.
He said: “We’re delighted to become title sponsor and official betting partner of the SPFL, as well as launching a pioneering Gambling Harm Awareness programme, delivered by EPIC.
“In addition to our sponsorship, we will work proactively and extensively to raise awareness of the potential risks associated with betting across the Scottish footballing community.
“As a business, we place customer safety and responsible gambling at the heart of everything we do, and we are looking forward to delivering an extensive programme across SPFL clubs to educate and promote healthy and safe relationships with betting.”
