SPFL deal will elevate Scottish football - Ladbrokes

SPFL deal will elevate Scottish football - Ladbrokes

Wednesday, May 13, 2015 Totally Gaming
SPFL's Neil Doncaster is excited by the deal with Ladbrokes

Ladbrokes believes its sponsorship of Scottish Professional Football League (SPFL) could work as a boost to the image of the game across the nation. 

Ladbrokes was today (Wednesday) announced as the SPFL’s first title sponsor since its formation in June 2013, with fellow gambling company Betfred reportedly its major rival in securing the deal.

Speaking to TotallyGaming.com, spokesman Alex Donohue said that the gambling operator – the second biggest in the UK – has plans to lift the profile of Scottish domestic football’s four leagues over the course of the deal, which spans the next two league seasons and is worth a reported £4m (€5.56m/$6.28m).

“If you look at the way support our flagship events such as the Ladbrokes Challenge Cup, Ladbrokes World Hurdle and Ladbrokes St Leger you can see how we work with our partners not just to stick red ribbons on a trophy but to elevate the standing of the competition or event in the eyes of all stakeholders, especially the general public,” Donohue said.

Ladbrokes says that it plans to run “a host of activations” through the different rights of its SPFL title partnership, and has been seen as imaginative in its partnerships with sports events.

It was announced as the title sponsor of rugby league’s Challenge Cup earlier this year, and has used the sport’s players and personalities within promotional appearances and activities, while also pushing the competition through its media channels.

“For now the focus is on making as much noise to celebrate the announcement in conjunction with the SPFL and confirmation of activity to activate the sponsorship will follow,” Donohue said.

SPFL chief executive Neil Doncaster added: “We are absolutely thrilled to welcome Ladbrokes to the SPFL’s growing family of key sponsors and partners and look forward to working with them from season 2015/16 at this truly exciting time for Scottish football.

“As an established and respected leading brand in its very competitive marketplace, Ladbrokes is a perfect partner for the SPFL and we have a shared vision of a positive future for professional league football in Scotland. Ladbrokes’ backing of Scottish football is hugely valued and appreciated and I say that not only on behalf of the SPFL but also for all 42 member clubs.

“This announcement is the result of significant investment of energy and effort and further strengthens our optimism about the future health of the game in Scotland.

“With all that positivity comes an opportunity to tell the story of a modern, engaging and exciting Scottish football environment and we look forward to doing just that with all our partners including new title sponsor Ladbrokes.”

The SPFL says the deal is the biggest ever of its kind in Scottish football and will see the nation’s professional football leagues become known as the Ladbrokes Premiership, Ladbrokes Championship, Ladbrokes League 1 and Ladbrokes League 2 ahead of the start of the new season in August.

Jim Mullen, chief executive of Ladbrokes added: “We love football so we are delighted to be working with the SPFL on one of the best opportunities in British sport.This partnership will help to propel Ladbrokes and the SPFL to new heights and will put us at the heart of Scottish football throughout the year.

“Getting people engaged with great sport and making sure they share our passion is at the very core of everything we are about.”
 

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