The SPFL have finally found a new sponsor after several seasons without a backer, confirming cinch as the new title sponsor for all four divisions in a five-year deal.
The SPFL linking up with the used-car dealers sees them join the likes of ECB; Tottenham Hotspur, the LTA; the Northampton Saints and The British Motor Show as well as music festivalsLatitude, Creamfields, TRNSMT, Isle of Wight Festival and Edinburgh Summer Sessions as partners.
The deal was heralded as the largest title sponsor the SPFL although as only the second title sponsorship the SPFL have had, it’s not exactly a high bar to mee.
SPFL chief executive Neil Doncaster hailed the deal however, calling it a “ringing endorsement” of the popularity of the game in Scotland outwith the country, saying: “This is an enormously significant partnership for our member clubs, and for Scottish football as a whole.
“Our discussions with cinch have been extremely positive and the duration of the sponsorship agreement demonstrates their long-term commitment to Scottish football.
“Despite the economic situation and the challenging nature of the global sponsorship industry generally, this is the largest-ever sponsorship in the SPFL era. It’s a ringing endorsement of the enduring popularity of Scottish football, not only north of the border but right around the world.
“It’s an exciting time for the Scottish game and I look forward to building on this new partnership as we continue to showcase Scottish football and maximise its exposure to a global audience.”
Fans have criticised the SPFL in recent years for their lack of sponsorship after their deal with Ladbrokes came to an end.
While they have managed to secure sponsorship for the League Cup from Betfred and now Premier Sports, the leagues themselves seemed to be a much tougher proposition.