Ladbrokes ends partnership

SPFL launches search for new title sponsor as Ladbrokes ends deal

Neil Doncaster

Discussions: Neil Doncaster

The SPFL has kicked off the search for a new title sponsor after Ladbrokes announced its five-year partnership will conclude at the end of this season.

The Ladbrokes deal was hailed as the largest ever title sponsorship signed in Scottish league football when it was extended in 2017, the original agreement understood to have been worth around £2 million a year.

SPFL chief executive Neil Doncaster said: “Ladbrokes’ parent company, GVC Holdings, recently announced a reduction in the visibility of their betting brands during football matches, including within SPFL matches in season 2019/20.

“As a result, they have confirmed that their title sponsorship of the Scottish Premiership, Championship, League 1 and League 2 will not be renewed once the current agreement concludes at the end of this season.

“We’re proud of the tremendous partnership we’ve enjoyed with Ladbrokes since 2015 and, given the growth of Scottish football over the past four years, with seasonal crowds up almost 20% to 4.9m, we’re in great shape to attract significant interest from new sponsors, both nationally and internationally.

“We expect a busy period of discussions over the coming months.”

Mark Chambers, Ladbrokes’ managing director, retail, said: “We have enjoyed a very positive relationship with the SPFL and all the clubs involved and would like to thank them for their support and hard work in making this sponsorship such a success over the last few years.”

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