The world-renowned British betting firm, William Hill, is on the brink of finalizing a groundbreaking contract with the Scottish Professional Football League (SPFL), according to sources. The buzz is that the 888-owned betting corporation could emerge as the new title sponsor for the league in the coming years.
SPFL has been on the lookout for a new sponsor since the wrap-up of its previous contract with Cinch, an online platform reputed for its hassle-free car purchasing solutions. This initial contract, originally planned to span a five-year timeline since its signing in 2021, was terminated prematurely in its third year when the digital car retailer elected to withdraw.
Robert Bridge, the chief customer officer at Cinch, justified the move stating a shift in the company’s marketing strategy as the reason for the team’s departure from the contractual agreement.
From what insiders have disclosed, William Hill is prepared to leverage this vacuum and become the successive sponsor of the league. Speculation suggests that the firm is eyeing a commitment period on par with the five-year contract that was originally agreed upon between SPFL and Cinch.
It’s worth noting that this isn’t William Hill’s first foray into the Scottish football landscape. In the past, the British firm functioned as the official betting partner for Celtic in-stadium activities and sponsored the Scottish Cup.
Distinct from the Premier League’s strategy of curbing gambling ads and sponsorships, the SPFL has maintained its existing regulations surrounding gambling agreements.
Numerous Firms Extend Their Data Partnerships with SPFL
Regarding SPFL, Genius Sports, a premier data, technology and broadcast ally, recently proclaimed its entry into sole negotiation period with Football DataCo, which commands rights over a wide range of football events such as EPL, EFL, and SPFL.
In a related update from August, Stats Perform declared the extension of its EPL, EFL and SPFL deal with Football DataCo.
Meanwhile, William Hill carries its expansion in the professional sports sector forward in full swing. Earlier this year, it introduced four new Irish horseracing ambassadors: Gavin Cromwell, Jane Mangan, J J Slevin, and Sean Flanagan.
In parallel, 888, the principal firm of William Hill, is persisting with its deleveraging operations, aiming at minimizing the debt incurred during the acquisition of the British label. Toward that end, the earlier company declared the pricing of senior secured notes worth £400 million and the initiation of an added multicurrency revolving credit facility that accumulates to a principal amount of £50 million.
