William Hill has announced a landmark title sponsorship agreement with the Scottish Professional Football League (SPFL).
Under the terms of the new five-year deal, which begins at the start of the 2024-25 season, William Hill will serve as the title sponsor of all four SPFL divisions and the official betting partner of the SPFL.
As a results, the four top divisions in Scottish football will be known as the William Hill Premiership, William Hill Championship, William Hill League 1, and William Hill League 2.
Alongside this agreement, the pair have also inked a deal with EPIC Global Solutions to launch a multi-year programme focused on raising gambling harm awareness across Scottish football for SPFL players, staff and supporters.
In the upcoming months, EPIC will deliver workshops across all 42 SPFL clubs to educate players and backroom staff on the dangers of gambling harm in elite sports, with the program helping to ensure that all participants have a greater understanding of the impact of gambling-related harm and where to seek support.
EPIC will also conduct community group sessions within clubs via community trusts.
“William Hill is a name long associated with Scottish football and we are enormously excited to have reached a long-term, record-breaking agreement with our new title sponsors,” said SPFL group CEO Neil Doncaster.
“This is tremendous news for our clubs and their fans, for the profile of the league, and for Scottish football in general. In addition to the sponsorship with William Hill, our pioneering gambling harm awareness programme with EPIC will help to educate the communities across the 42 SPFL clubs on gambling harm prevention.”
Michael Sheehan, marketing director at William Hill, commented: “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. For decades, we at William Hill have loved Scottish football and its fiercely loyal and passionate fans. Now, building on our long-standing association with Scottish football, we are delighted to be playing our part in five exciting seasons of the SPFL.
“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.”