Scottish football sees latest betting deal as Hibernian names new partner

UK sports is seeing a plethora of betting partnerships, particularly in football. Whilst much of the focus has been on the English system, deals are also going down in Scotland, with Hibernian FC the latest to do so.

The Edinburgh club has signed a two-year deal with SBK, the sports betting platform of Smarkets, a sports betting exchange operator. SBK’s logo will feature on the sleeves of Hibs’ men’s first team kits, with branding also due to be displayed at Easter Road stadium.

Hibernian has worked with betting companies before, with the company currently engaged in a partnership with QuinnBet. The Irish betting brand’s logo is displayed across the club’s travel wear, with the deal due to expire at the end of next season.

Both the QuinnBet deal, which was renewed in April last year, and the SBK deal announced today (2 August) come in the context of changing gambling regulations in the UK. These have been felt more in England than Scotland, however.

Murray Milligen, Commercial Director at Hibernian FC, said: “We’re really pleased to have the support of SBK for the next two years in what is a significant partnership for the club.

“We look forward to working with them over the next two years in what is an important and exciting period in the club’s history.”

Unlike English football, Scottish football is not distancing itself as much from the betting industry. South of the border, Premier League clubs are preparing for a voluntary ban on front-of-shirt betting sponsorships from the start of the 2026/27 season.

Ahead of the self-imposed ban coming into force, various Premier League clubs have been signing betting partnerships – Wolves and DE.BET and BetMGM, Tottenham Hotspur and BetMGM, Net88 and Crystal Palace, to name a few examples. Clubs are likely taking advantage of the lucrative revenue opportunities these partnerships offer whilst they still can.

In Scotland, the football system is looking to carve out its own path. Perhaps the most notable partnership is the title sponsorship deal between William Hill and the Scottish Professional Football League (SPFL) itself.

For SBK, the deal marks its first sports sponsorship activity for quite some time. The firm has not built up as extensive a sports presence as other UK betting brands, although some deals have been signed in horse racing.

Adam Baylis, Marketing Director at SBK, added: “We’re thrilled to begin this partnership with Hibernian; it’s truly an honour to be associated with one of the SPFL’s biggest clubs.

“We can’t wait to bring SBK’s market-leading odds to Hibs fans throughout this season and spread the word about our mission to shake up the industry with a focus on price and product with no casino in sight!”