Premier Sports doubles up in Scotland adding title sponsorship to League Cup TV rights

April 28 – Broadcaster Premier Sports has added the title sponsorship of the Scottish League Cup to its exclusive broadcast rights deal in an agreement that will run for at least two years and see the knockout competition renamed the Premier Sports Cup.

The dual rights holder also extended its broadcast rights to the competition until at least the end of season 2026/27.

Commenting on the success of the first year of the broadcast deal, SPFL chief executive Neil Doncaster said: “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 has expanded its presence in Scotland and the title sponsorship will reinforce the broadcaster’s brand in the country.

Premier Sports Director of Operations Richard Webb said: “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.”

No values were given either for the title sponsorship or the broadcast rights.

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