Hearts and Hibs to compete for Premier Sports Cup after SPFL strike sponsorship deal with broadcaster

The SPFL has struck a sponsorship deal with Premier Sports that will see the subscription channel sponsor the Scottish League Cup for the next two seasons.

Tuesday, 27th April 2021, 11:46 am
Updated Tuesday, 27th April 2021, 11:50 am
The Scottish Legue Cup has been rebranded the Premier Sports Cup. (Photo by Alan Harvey / SNS Group)

The competition will be rebranded the ‘Premier Sports Cup’ after the broadcaster put up additional investment, replacing the Betfred Cup as it has been known for the past five years after the deal with the betting firm ended.

In addition, Premier Sports have extended the term of their broadcast contract by a further two years meaning they now have exclusive rights to the League Cup until at least the end of season 2026/27.

Hibs reached the semi-finals this season before losing to St Johnstone and last won the tournament in 2007, while Hearts last lifted the trophy in 1962 having crashed out to Alloa at the last 16 stage this term.

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Hailing the new sponsorship deal, SPFL chief executive Neil Doncaster said: “The first season’s coverage of the competition by Premier Sports has been a tremendous success, with St Johnstone FC lifting the cup for the first time in their history.

“It’s a very welcome endorsement of our game, especially at such a challenging time, that Premier Sports have agreed to extend the term of their broadcast contract. For many years, our Cup has been a vital and exciting competition and the involvement of Premier Sports has certainly enhanced its prestige and awareness.

“I am also thrilled that Premier Sports are showing their further commitment and increased contribution to Scottish football by becoming the title sponsor of the Cup. The Premier Sports Cup offers a new and exciting promotional platform for both parties.”

Premier Sports Director of Operations Richard Webb said: “We are delighted to be broadening our partnership with the SPFL and further investing in Scottish football with the extension of our current exclusive League Cup rights.

"We have developed a strong presence in Scotland with coverage of both Cup competitions so it feels like a natural step to strengthen our commitment to the game by also becoming the title sponsor of the League Cup. We look forward to bringing fans the biggest games and best moments from the ‘Premier Sports Cup’ for the next six years.”

Next season’s Premier Sports Cup will get underway on July 10 with the start of first-round group stage.

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