Premier Sports has extended its deal to cover live Scottish League Cup matches and will also take over as the title sponsor of the competition.
In a deal spanning at least the next two seasons, the Scottish League Cup will be known as the Premier Sports Cup, with the pay-TV broadcaster taking over from previous sponsor Betfred.
In addition, Premier Sports have extended the term of their current TV rights contract for the Scottish League Cup by a further two years, meaning they will now be the exclusive broadcaster of the competition until at least the end of the 2026/27 season.
Commenting on the new TV rights and title sponsorship deals, Neil Doncaster, chief Executive of the SPFL, 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 replaced BT Sport as the Scottish League Cup’s broadcaster last year and has also held Scottish Cup rights since the 2019/20 season.
Richard Webb, Premier Sports director of operations, added:
“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.”
The 2021/22 Premier Sports Cup will get underway in July with the first round of group stage matches.
For a full list of all forthcoming major football matches on the box, visit SOTB’s dedicated football TV listings page.
