Ladbrokes are set to extend their multi-million-pound SPFL deal despite the gambling giants announcing radical plans to overhaul their approach to football sponsorship.
Britain’s biggest betting firm was reportedly set to end their four-year partnership with the league under new proposals from the bookmakers’ boss.
Kenny Alexander, chief executive of GVC Holdings which owns Ladbrokes and Coral, urged industry rivals to support an end to all broadcast advertising on sports betting in the UK, with the exception of
horse racing.
GVC is also calling for football governing bodies to ban gambling advertising hoardings at stadiums and will pull the plug on shirt sponsorship deals with Sunderland and Charlton.
And that had led to fears Scottish football would also suffer with reports suggesting Ladbrokes would end their SPFL deal.
But last night Ladbrokes allayed those concerns and confirmed they are set for talks with SPFL chiefs next month over an extension.
David Macdonald of Ladbrokes told Record Sport : “At Ladbrokes, responsible gambling is a non-negotiable part of the way we do business.
“We are fully committed to ensuring our customers can gamble with us in an enjoyable manner that minimises harm.
“Our sponsorship with the SPFL will have some visual changes but we are committed and proud to be backing Scottish football.”
That will come as a huge relief to SPFL chief Neil Doncaster after Ladbrokes agreed the most lucrative deal in Scottish football history on an initial £2million per season which was signed in 2015.
And last year the firm penned an improved contract worth up to £5m over two seasons.
GVC’s new proposals go further than the pre-watershed, whistle-to-whistle advertising ban on football matches which is set to be introduced at the start of next season.
Alexander admitted all betting companies must do more to prevent their customers developing gambling problems.
He said: “While the vast majority of our customers enjoy our products responsibly, it is high time the industry did more to protect its customers from potential harm.”
