Date: 09.05.2024

by Kajetan Sawicz

William Hill Nears Title Sponsorship Deal with SPFL

Reports indicate that William Hill, a leading British gambling operator under 888 Holdings, is on the verge of securing a significant sponsorship deal with the Scottish Professional Football League (SPFL). This move could see William Hill clinch the coveted title sponsorship for the league in the coming years.

SPFL’s Search for a New Sponsor

The SPFL began its search for a new sponsor following the early termination of its partnership with Cinch, an online car dealership known for its hassle-free vehicle purchase process. Cinch decided to end the deal prematurely, citing a strategic shift in its marketing efforts. Initially signed in 2021 for a five-year term, the agreement concluded after just three years.

Robert Bridge, Cinch’s chief customer officer, explained the decision, stating that it was driven by the company’s desire to recalibrate its marketing strategies.

William Hill’s Strategic Move

Insiders familiar with the ongoing negotiations revealed that William Hill is eager to capitalize on this opportunity to secure the league’s sponsorship rights. Speculations suggest that the operator is aiming for a five-year agreement, similar to the previous deal the SPFL had with Cinch.

This potential partnership would mark a significant advancement for William Hill in Scottish football. The betting giant has a notable history in the sport, having previously served as the official in-stadium betting partner for Celtic and as a sponsor of the Scottish Cup.

Contrasting Sponsorship Approaches

Unlike the Premier League, which has been moving towards reducing gambling-related advertisements and sponsorships, the SPFL continues to maintain its stance on such deals.

This provides a favorable environment for betting operators like William Hill to engage in sponsorship agreements.

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