Premier Sports returns to UK sports broadcast market with naming rights to Scottish League Cup

April 10 – Sports broadcaster Premier Sports has confirmed its return to the UK market having bought back its business sold to Swedish streaming platform Viaplay in a deal that includes naming rights to the Scottish League Cup, to be called The Premier Sports Cup next season.

The transition from Viaplay back to Premier Sports began yesterday having been given regulatory approval.

Premier immediately return to be a player in the Scottish football rights market.

The draw for the group stages of the 2024/25 Premier Sports Cup will take place on May 29 with the 2024/25 competition opening with the first group stage matches on the weekend of July 13/14.

The Premier Sports Cup Final will be played December 15.

Neil Doncaster, SPFL group chief executive, said: “It is great to welcome Premier Sports back as the cup sponsor and broadcaster of this competition. We have an excellent working relationship with the team at Premier Sports, who are an excellent promoter of Scottish football.

Viaplay customers will experience no disruption as part of the move to Premier Sports.

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