Betfred seals Scottish League Cup sponsorship deal
Three-year agreement sees operator become title sponsor of "The Betfred Cup"
Scottish football now has all its major competitions backed by bookmakers after Betfred was confirmed by the SPFL as the new sponsor of the Scottish League Cup.
The operator has agreed a three-year deal to become title sponsor of the competition, which has been rebranded as “The Betfred Cup”.
The agreement starts from the 2016/2017 season, when the competition introduces a new format including a group stage and bonus-point system, while up to 13 matches will be shown live on BT Sport.
Betfred is the latest bookmaker to sponsor a competition in Scotland, with Ladbrokes sponsoring all four league divisions, while William Hill sponsors the Scottish Cup.
“We are very pleased to become sponsors of the Scottish League Cup at the inception of its new and exciting format,” John Haddock, Betfred chief executive, said.
“The SPFL has shown us great enthusiasm and we look forward to a continued and successful relationship,” he added.
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,” he added.
Recently, Betfred extended its sponsorship of snooker’s World Championship for a further two years.