Online sportsbook and casino William Hill has agreed a new sponsorship with the Scottish Professional Football League (SPFL).

The record-breaking, five-year deal serves to significantly bolster William Hill’s presence and exposure in the country. The deal includes a partnership with EPIC Global Solutions, a gambling harm minimisation consultancy.

William Hill’s Marketing Director, Michael Sheehan, said: “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.”

William Hill and the SPFL will work with EPIC to launch a multi-year, first-of-its-kind programme on gambling harm awareness across Scottish football for SPFL players, staff, and supporters. 

In the months ahead, EPIC will deliver impactful and interactive workshops across all 42 SPFL clubs to educate players and backroom staff on the dangers of gambling harm in the elite sports environment. This will ensure all participants have a greater understanding of the impact of gambling-related harm and where to access support. 

SPFL Chief Executive, Neil Doncaster, added: “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. 

“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. 

“Everyone at the SPFL is looking forward to working with William Hill to promote the passion, drama and excitement of the League and its 42 clubs over the next five seasons, as well as the roll-out of our programme with EPIC.

“I would also like to place on record our sincere thanks to cinch for its extremely positive contribution to Scottish football over the past three years and wish them and their management team the very best for the future.”