William Hill celebrates five-year SPFL partnership with new Glasgow headquarters launch event

British bookmaker William Hill celebrated its record-breaking five-year partnership with the Scottish Professional Football League (SPFL) with a launch event of its new headquarters in Glasgow. The activity also included a behind-the-scenes look at the set of the new William Hill SPFL preview show, the Warm-Up.

To be hosted by broadcaster Gordon Duncan and YouTube creator Sam North, the show will take a look at the Premiership, Championship, League One, and League Two ahead of the weekend football action each week.

Under the five-year deal, which was signed in June, William Hill became the title sponsor of all four SPFL divisions as well as the Official Betting Partner of the SPFL. The agreement followed the end of the league's contract with car company Cinch.

Speaking at the time, SPFL 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 program 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 program 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.”