Ladbrokes has signed a two-year deal to become the title sponsor for the Scottish Professional Football League (SPFL), which includes rights across all four leagues and 42 clubs.
The SPFL said that it was the biggest ever deal of its kind in Scottish football, with reports claiming that it is worth more than £2m per year. It will see the country’s professional football leagues become known as the Ladbrokes Premiership, Ladbrokes Championship, Ladbrokes League 1 and Ladbrokes League 2, ahead of the start of the new season in August.
The SPFL has been without a sponsor since 2013, after the Clydesdale Bank decided not to renew its £2m-a-year deal.
“We are absolutely thrilled to welcome Ladbrokes to the SPFL’s growing family of key sponsors and partners and look forward to working with them from season 2015/16 at this truly exciting time for Scottish football,” said SPFL chief executive Neil Doncaster.
“As an established and respected leading brand in its very competitive marketplace, Ladbrokes is a perfect partner for the SPFL and we have a shared vision of a positive future for professional league football in Scotland. Ladbrokes’ backing of Scottish football is hugely valued and appreciated and I say that not only on behalf of the SPFL but also for all 42 member clubs.”
Doncaster said that the announcement was a result of significant investment of energy and effort, and further strengthens the association’s optimism about the future health of the game in Scotland.
“With all that positivity comes an opportunity to tell the story of a modern, engaging and exciting Scottish football environment and we look forward to doing just that with all our partners including new title sponsor Ladbrokes,” he added.
Welcoming the new partnership, Ladbrokes CEO Jim Mullen said: “We love football so we are delighted to be working with the SPFL on one of the best opportunities in British sport. This partnership will help to propel Ladbrokes and the SPFL to new heights and will put us at the heart of Scottish football throughout the year.
“Getting people engaged with great sport and making sure they share our passion is at the very core of everything we are about. Our customers support clubs at every level of Scottish football from the professional leagues that we sponsor to the local Sunday League stalwarts. The Scottish game deserves a committed supporter and our financial backing will help to ensure every level of the game benefits from Ladbrokes' involvement."