SPFL manage to bury cash boost behind Celtic announcement

By John McGinley

June 10, 2021

The biggest Scottish football story of the day is undoubtedly the appointment of Ange Postecoglou as the new Celtic manager.

A pretty bad morning to announce some much-needed and important league-level news then.

A couple of hours after Ange was unveiled as the new Hoops boss, the SPFL announced a new sponsor for all four divisions of the league set-up.

Online used car marketplace Cinch are the new backers of the league across a five-year period.

It comes almost two years after it was revealed betting company Ladbrokes ended their relationship with the Scottish Premiership.

SPFL chief executive, Neil Doncaster, said in a statement: “This is an enormously significant partnership for our member clubs, and for Scottish football as a whole. Our discussions with cinch have been extremely positive. The duration of the sponsorship agreement demonstrates their long-term commitment to Scottish football.

“Despite the economic situation and the challenging nature of the global sponsorship industry generally, this is the largest-ever sponsorship in the SPFL era. It’s a ringing endorsement of the enduring popularity of Scottish football, not only north of the border but right around the world.

“It’s an exciting time for the Scottish game. I look forward to building on this new partnership as we continue to showcase Scottish football and maximise its exposure to a global audience.”

New SPFL announcement worth millions to Celtic and the other clubs

It all means that the official name for our league is now the cinch Premiership; dodgy lack of capitalisation included.

Cinch have a history of working with sports brands in the UK. That includes the English cricket team, Tottenham Hotspur and the Lawn Tennis Association.

Celtic will benefit from the new SPFL deal with cinch / (Photo by John Phillips/Getty Images for cinch)

The exact value of the new venture to Celtic and Scottish football is unclear. However, it eclipses the previous deal with Ladbrokes which was reported to be worth £2.5m per year. [Scotsman]

Clearly this is a positive development. Hopefully, it leads to more commercial opportunities for Scottish football in the coming period. Right now clubs need as much cash as they can get.

In other news, Celtic-linked Josh Doig wants first-team football if he leaves Hibs.