Gambling operator jersey sponsorships are an increasingly controversial promotion in most parts of the world but in Scotland, professional football is taking a decidedly different approach. In announcing its recent sponsorship deal William Hill, Scottish Professional Football League (SPFL) CEO Neil Doncaster said the league, “shouldn’t be stuffy about gambling.”
Doncaster’s remarks on the relationship between gambling operators and professional sports stand in stark contrast to efforts by British lawmakers, and a galaxy of European lawmakers, who are working to end this kind of sponsorship entirely. In comments reported on by SBC News, Doncaster suggested that everyone just calm down and remember that regulated gambling is a completely legitimate business and pastime. “I think it’s important to stress that gambling is a legitimate and lawful leisure activity that is enjoyed by millions of people,” he said.
This live-and-let-live approach to a subject that’s burned up plenty of debate in the UK isn’t all that surprising given the SPFL’s relationship with William Hill. That relationship, and the revenue it generates, is something of a no-brainer for Doncaster. “I’m trying to be respectful of the fact that they’ve got their business to run and we’ve got ours, but certainly from our point of view, to be partnering with a UK-based, well established operator, when we had a choice of partners to go with, William Hill were an obvious fit,” he added.
Though its based in England, William Hill’s relationship with the SPFL carries plenty of cross-border value given the fact that 44 percent of the league’s viewers are outside Scotland.
So while gambling logos will be fading in the Premiere League, the SPFL is in it for the long haul.