William Hill and Scottish Premier Football League team up for responsible betting

William Hill has announced its commitment to address problem gambling as the new Scottish Premier Football League (SPFL) season begins. This declaration follows the operator’s record-breaking partnership with the league, as highlighted by the Betting and Gaming Council (BGC).

Daryl West, Head of Media, Sponsorship, and Social at William Hill, described the partnership as the “start of a new era” in Scottish football. The bookmaker has become the title sponsor of all four SPFL divisions and the official betting partner of the SPFL for the next five years.

“We are really excited about this partnership,” said West. “It’s a fantastic opportunity for us to play a leading role in some of the fiercest football in the United Kingdom while strengthening brand awareness and affinity with the passionate Scottish football fans.”

West described the significance of the sponsorship programme beyond 90 minutes of a matchday, renaming the four SPFL divisions as the William Hill Premiership, William Hill Championship, William Hill League 1, and William Hill League 2.

“Over the course of the season, we will use our partnership with the SPFL to highlight the importance of safer gambling,” West emphasised.

William Hill has also teamed up with EPIC Global Solutions, a consultancy focused on harm prevention, to launch a multi-year programme on gambling harm awareness across Scottish football for SPFL players, staff, and supporters.

“Like most of the nation, we enjoy a social bet. Sports betting can add to the entertainment and thrill of a fixture, provide an opportunity to back your team or showcase your sporting knowledge,” said West. “However, we also acknowledge that sports betting can become problematic for a small minority and can, in some instances, lead to gambling-related harm. Through our partnership with EPIC, we will tackle this issue head-on.”

EPIC Global Solutions’ role in this initiative

EPIC will deliver interactive workshops across all 42 SPFL clubs to educate players and staff on the dangers of gambling harm in the elite sports environment. These sessions aim to ensure all participants have a greater understanding of gambling-related harm and where to access support. EPIC will also deliver sessions to supporter groups and community groups at clubs with Community Trusts.

EPIC’s multi-stakeholder, multi-channel campaign will engage various audience groups across Scotland. Over the next five years, William Hill intends to fully support Scottish football and ensure that sports betting remains social, fun, and safe.

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