New SPFL sponsor deal 'revealed' as Neil Doncaster lands 'record agreement'

SPFL Chief Executive Officer  Neil Doncaster
SPFL Chief Executive Officer Neil Doncaster -Credit:SNS Group

The SPFL have reportedly lined up William Hill as the new sponsor of the league in a "record agreement".

Hampden chiefs have been searching for a replacement for the cinch partnership that was brokered back in 2021 - which was set to come to an end this summer. The deal with the car dealer was worth around £1.6 million a year over five years but they got out of it early, leaving the SPFL on the hunt for a replacement. However, the bookmakers are said to have come to terms on a lucrative agreement.

The Sun stated that "details have been rubber-stamped" which will end the uncertainty for Scotland’s clubs - and "bring in more money than ever before from a main leagues sponsor". William Hill previously sponsored the Scottish Cup between 2011 and 2020. It is stated that SPFL chief executive Neil Doncaster led the negotiations - and speaking last weekend he hinted that a deal was close.

He told BBC Sportsound. “It’s never done until it’s done. It’s been a difficult market, but I would say Scottish football is in a very good place. It’s a challenging sponsorship environment. Any of our 42 member clubs would tell you the same.

“Cinch are coming out of the contract this summer and I am optimistic that we will have a replacement sponsor for the start of the new season. I’m not going to tell you when. But I’m optimistic we will have a sponsor in place for next season.”