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UK bookmaker Ladbrokes has agreed a new two-year deal to serve as title sponsor of the Scottish Professional Football League until at least 2020.

The sponsorship agreement covers the current season through to 2019/20 and extends the bookmaker’s title sponsorship of the four Scottish professional football divisions, which began in 2015.

As part of its strategy for the 2018/19 season, the company intends to work with the SPFL to promote responsible gambling both within the game and with the wider football fan base.

The company also outlined its own plans to lead in responsible gambling, including linking executive pay to responsible gambling targets and playing an active role in the use of industry-wide responsible gambling advertising. 

“We are thrilled that Ladbrokes has chosen to extend their title sponsorship of the SPFL for a further two years,” SPFL chief executive Neil Doncaster said. “We have enjoyed a superb partnership since they first came on board in 2015, and are confident that will continue and flourish until 2020 and hopefully beyond.

“We are also aware of our social responsibilities as a senior professional league in Scotland and will continue to promote a message of responsible gambling in conjunction with Ladbrokes.”

Ladbrokes Coral Group chief executive Jim Mullen commented: "We are delighted to be renewing the sponsorship of the SPFL. We knew when we started the sponsorship that we were associating with a sport that is followed with passion and dedication and it has proved to be an excellent partnership.”

"In being at the heart of the discussion we also want to make sure that it reflects that gambling should be fun, not a problem, and that is why our continued sponsorship will enable us to promote responsible gambling and work with clubs to ensure that the integrity of the sport is upheld,” he added. “We take our role as a sponsor seriously and we take our role to help customers keep gambling fun just as seriously."

Shares in Ladbrokes Coral Group plc (LSE:LCL) were down marginally in London early Thursday at 170.95 pence per share.

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