According to a number of reports, William Hill is set to become the new title sponsor of the Scottish Professional Football League (SPFL). 

The league was said to be looking for a new main sponsor to replace the online car retailer Cinch, which last year announced it was ending its deal, and now it is being reported that William Hill is close to agreeing a deal to take over. 

According to Mail Sport, the deal will be a five-year one, worth £2m ($2.5m) per year to Scotland’s top four divisions – an increase on the £1.6m a year deal from Cinch. 

As a result, the report explains that the £10m deal will be a record-breaking one for the SPFL. 

William Hill has previously held deals within Scottish football, having been a sponsor of the Scottish Cup, while it became the official in-stadium betting partner of Scottish champion Celtic in 2022.

This latest deal comes after the league last year refused to ban gambling sponsors on football shirts, despite the Premier League in England bringing in a ban. 

Recent weeks have also seen other significant deals within the footballing world, with CopyBet partnering with QPR to become the official front-of-shirt sponsor of the Championship club.

Meanwhile, Betano was announced as Aston Villa’s new principal and front-of-shirt partner in what was reported to be the biggest front-of-shirt sponsorship in the club’s history.