BETTING giants William Hill have agreed a deal to become the SPFL’s new title sponsors.
SunSport understands the big name bookies will replace Cinch in a record agreement.
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The car sales firm signed a five-year contract in 2021 which was worth around £1.6m per year.
But they opted to walk away at the end of this season – two years early – following a controversial legal dispute which saw Rangers refuse to display their branding.
That put SPFL chief executive Neil Doncaster under major pressure to land a lucrative replacement.
But he revealed at the weekend he was close to signing off a deal.
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And it’s now believed the 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 sponsored the Scottish Cup between 2011 and 2020.
They stepped in to strike an agreement with the SFA after they went four years without a deal for the competition.
That saw saw them invest around £1million-a-year into the game in this country for almost a decade.
But they are set to make a return having held a series of positive talks with the SPFL’s hierarchy.
Doncaster fronted the negotiations alongside director of football marketing Brendan Napier.
Doncaster said at the weekend “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.”
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