SPFL on lookout for new sponsor as Ladbrokes decide not to renew deal

The bookmakers' parent company GVC Holdings are pushing for more responsible gambling, and feel the decision not to continue their sponsorship of Scottish football is in line with the company's efforts to promote safer gambling.

According to reports, the SPFL's 42 member clubs were informed of the decision today.

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The current two-year contract is believed to be worth £5 million and will finish at the end of the 2019/20 season.

Ladbrokes called for an end to gambling advertisements in football stadia earlier this year.

The SPFL are now looking for a new sponsor.

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.

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“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.

“Working with our 42 clubs across Scotland has been hugely beneficial for Ladbrokes, with enormous brand exposure and media value.

“We’ll no doubt have strong interest from potential title sponsors in light of the unrivalled level of nationwide coverage, passion and drama that the SPFL consistently delivers, plus our live TV coverage confirmed up to 2025, and we expect a busy period of discussions over the coming months.”