The SPFL has today confirmed that blue-chip UK bookmaking company Betfred has agreed a three-year deal to become the exclusive title sponsor of the Scottish League Cup; The Betfred Cup.
The agreement represents another significant investment into Scottish football with Betfred assuming its rights ahead of the start of the 2016/17 competition this July, which involves an exciting new format and up to 13 matches shown live on BT Sport.
Betfred, established in 1967 but which has since grown to a 1,400 betting shop and vast online business, has a strong pedigree of sporting sponsorships including existing agreements with the World Snooker Championship and a number of UK racecourses.
SPFL chief executive Neil Doncaster said: “On behalf of the SPFL I’d like to offer a very warm welcome to everyone at Betfred as new title sponsors of The Betfred Cup and the latest major brand to support Scottish football. We’re absolutely thrilled to have them on board for what is another significant vote of confidence – and investment – in the game.
“The exciting new format for next season’s Betfred Cup has truly captured the imagination of supporters, clubs and media, as well as our broadcast partner BT Sport and now Betfred. By building on our strong points and proud heritage as well as daring to be a little bit different we have shown Scottish football’s enduring popularity and growing reputation for innovation.
“We know Betfred share in our ambitious vision and we are really looking forward to working with them to bring this proud and popular competition to life for the benefit of Scottish football supporters across the country.”
Betfred chief executive John Haddock added: “We are very pleased to become sponsors of the Scottish League Cup at the inception of its new and exciting format. The SPFL have shown us great enthusiasm and we look forward to a continued and successful relationship.”
Simon Green, head of BT Sport, said: “BT Sport is looking forward to deepening its connection with Scottish football through our exclusively live coverage of the competition from mid-July. BT Sport is going to be the place to head to for Scottish football fans seeking live football this summer.”