Heart of Midlothian will play in the William Hill Premiership next season after the SPFL announced a record-breaking title sponsorship deal.

The five-year deal will begin at the start of the upcoming 2024/25 season and see a rebrand with all four SPFL divisions taking on the name of one of the UK’s leading betting companies, replacing cinch. It comes on the back of an eight-figure agreement with Premier Sports with the broadcaster set to show 20 Premiership games a season for the next five years.

As part of the deal, the SPFL and William Hill have partnered with EPIC Global Solutions – a global consultancy focused on gambling harm prevention – to launch a multi-year, first-of-its-kind programme on gambling harm awareness across Scottish football for SPFL players, staff, and supporters.

The partnership will see EPIC deliver workshops across all 42 SPFL clubs to educate players and backroom staff on the dangers of gambling harm in the elite sports environment and sessions to supporters/community groups within clubs that have Community Trusts.

SPFL group chief executive Neil Doncaster said: “William Hill is a name long associated with Scottish football and we are enormously excited to have reached a long-term, record-breaking agreement with our new title sponsors.

“This is tremendous news for our clubs and their fans, for the profile of the league, and for Scottish football in general. In addition to the sponsorship with William Hill, our pioneering gambling harm awareness programme with EPIC will help to educate the communities across the 42 SPFL clubs on gambling harm prevention.

“Everyone at the SPFL is looking forward to working with William Hill to promote the passion, drama and excitement of the League and its 42 clubs over the next five seasons, as well as the roll-out of our programme with EPIC.

“I would also like to place on record our sincere thanks to cinch for its extremely positive contribution to Scottish football over the past three years and wish them and their management team the very best for the future.”

The sponsorship deal was led by Brendan Napier of Scottish Football Marketing, part of a joint venture between the SPFL, The Scottish FA and the Scottish Women’s Premier League.

“Securing such a well-known, marquee brand as William Hill on a record-breaking deal is a tremendous coup for Scottish football and underscores the attractiveness of our national sport for forward-thinking sponsors," said Napier.

“It’s early days for Scottish Football Marketing, but today’s announcement sets a very welcome standard for future deals and signals that Scotland’s national sport is well and truly open for business.”