SPFL secures new sponsor as Neil Doncaster hails 'exciting' partnership with Scottish vodka brand

The SPFL has secured a new sponsorship deal with Scottish vodka producers Glen's. (Photo by Alan Harvey / SNS Group)

The partnership which will see Glen’s, owned by The Loch Lomond Group, become the official ‘Spirit of the SPFL’, will run until the end of season 2022/23.

Glen’s Vodka, as well as several other of Loch Lomond’s award-winning Scotch whisky brands, will work closely with the SPFL and many of its clubs across both league and cup competitions for the next three seasons.

Glen’s Vodka will also have exclusive presenting rights to each division’s Manager of the Month and Manager of the Season awards for the duration of the deal.

The SPFL had been without a title sponsor since the end of its partnership with Ladbrokes, which was not renewed after the end of the curtailed 2019/2020 season.

SPFL chief executive Neil Doncaster hailed the move as a welcome boost at a time when Scottish football is suffering from the financial ramifications of the coronavirus pandemic.

“It is fantastic to be able to welcome Glen’s Vodka and Loch Lomond Group as an Official SPFL Partner,” Doncaster said. “This is the start of an exciting partnership with a well-respected Scottish brand that will see new commercial opportunities, including special edition products, for a number of SPFL clubs.

“Loch Lomond Group’s significant support comes at an important time for our clubs and we are grateful to them for making this commitment with us. The SPFL is very much looking forward to working with Glen’s Vodka and Loch Lomond Group for the next three seasons and, hopefully, beyond.”

Colin Matthews, CEO of Loch Lomond Group, added: “Football is the number one sport in Scotland and, with the fantastic success of the national team in qualifying for the 2021 European Championships, this is a great time to support Scottish football and its clubs. The teams in the SPFL are part Scotland’s cultural fabric and Glen’s vodka is an award winning and iconic Scottish brand, so it was a natural fit to give our backing to Scotland’s best loved national sport.

“The last months have been extremely challenging for many clubs, and our new official partnership with the SPFL will help ensure that the SPFL, and Scottish football more generally, gets some of the financial support it needs at this time. Irrespective of their club affiliation, our consumers, who are supporters of all the clubs across Scotland, have been incredibly loyal and supportive to our brands and business over many years and especially though this horrible pandemic. Now it’s our turn to support, as best we can and in our own modest way, their clubs and their favourite sport.

“Since 2018, Loch Lomond Whiskies has enjoyed great success as a sponsor of The Open, the world’s greatest golf tournament, and we are confident that our sponsorship of the SPFL will be equally successful.

“Through our sponsorship of Scottish football, we’re not just investing in the players and the clubs but in the fans too, our consumers, whether they enjoy the beautiful game from the sofa or, when it’s safe to do, from the stands.

“As well as introducing unique products and launching some exciting fan competitions and giveaways each season, we’ll be looking at new, fun and interesting ways to engage with supporters of all teams.”

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