Ladbrokes has agreed a deal to become the new title sponsor of the Scottish Professional Football League (SPFL).
The deal will run for two years, from the 2015-16 season through to the end of the 2016-17 campaign.
Since its formation last June through a merger between the Scottish Premier League and the Scottish Football League, the SPFL, which operates the top four divisions in the country, had been without a main sponsor.
However, under the new Ladbrokes deal, the four leagues covered by the SPFL will now be known as the Ladbrokes Premiership, Ladbrokes Championship, Ladbrokes League 1 and Ladbrokes League 2.
The deal includes rights across all four league and 42 clubs, with Ladbrokes planning to host a number of activations through these various rights.
Rival bookmaker Betfred had also been linked with possible sponsorship of the SPFL prior to the confirmation of Ladbrokes’ new deal.
“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,” SPFL chief executive Neil Doncaster said.
“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.”
Jim Mullen, chief executive officer of Ladbrokes, added: “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.
“The Scottish game deserves a committed supporter and our financial backing will help to ensure every level of the game benefits from Ladbrokes’ involvement.”
