Foto: Divulgação

William Hill, a sports betting and online casino company, has signed a new sponsorship with the Scottish Professional Football League (SPFL). This historic five-year agreement reinforces the company’s presence in the country and includes a collaboration with EPIC Global Solutions, a consultancy specializing in minimizing gambling-related harm.

William Hill Marketing Director Michael Sheehan expressed excitement about the partnership: “We are delighted to become the title sponsor and Official Betting Partner of the SPFL, as well as launching a pioneering Gambling Harms Awareness programme, offered 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 play our part in five exciting seasons of the SPFL.”

Sheehan highlighted the importance of customer safety and responsible gaming. “In addition to our sponsorship, we will work proactively and extensively to raise awareness of the potential risks associated with betting across the Scottish football community.

As a company, we place customer safety and responsible gaming at the heart of everything we do and we look forward to offering an extensive program across all SPFL clubs to educate and promote healthy and safe betting relationships.”

William Hill, EPIC and SPFL will carry out awareness program

The partnership between William Hill, SPFL and EPIC aims to launch a multi-year awareness program about the harms of gambling in Scottish football. This program will be aimed at players, staff and fans of the 42 SPFL clubs.

Over the next few months, EPIC will conduct interactive workshops at all clubs. These workshops aim to educate players and backroom staff about the dangers of gambling harm in the elite sporting environment. The goal is to ensure everyone better understands the impacts of gambling-related harm and knows where to turn for support.

Scottish League thanks sponsor for support

Neil Doncaster, chief executive of the SPFL, highlighted the importance of the agreement. “William Hill is a name long associated with Scottish football. We are extremely excited to have reached a record long-term agreement with our new sponsors.

So this is great news for our clubs and their fans, for the profile of the league and for Scottish football in general. In addition to the William Hill sponsorship, our pioneering gambling harm awareness program with EPIC will help educate the communities of the 42 clubs.

Doncaster also expressed gratitude for previous support. “Everyone at the SPFL is looking forward to working with William Hill. Thus, promoting the passion, drama and emotion of the League and its 42 clubs over the next five seasons. Also, the launch of our program with EPIC.

I would also like to place on record our sincere thanks to Cinch for their extremely positive contribution to Scottish football over the last three years. And also wish them and their management team the best for the future.”

Therefore, the initiative by William Hill and the SPFL, together with EPIC, seeks to strengthen Scottish football. Furthermore, promote safer and more responsible gaming practices, benefiting the entire sporting community.