SBK becomes new sponsor of Hibernian FC

SBK will be able to have its logo on the Hibs men’s first team kit and will also feature on the club’s Easter Road stadium. The partnership adds SBK to the club’s roster of sponsors, which includes QuinnBet, who Hibernian extended their partnership with last year.

The deal with SBK comes ahead of the new Scottish Professional Football League (SPFL) campaign, which kicks off across all four divisions this weekend. This season will be the first time William Hill has been the title sponsor, following the announcement of a deal between the Association and the bookmaker in June.

Hibernian FC Commercial Director Murray Milligan expressed his delight at the new partnership: “We are delighted to be supporting SBK over the next two years in this significant partnership for the club. We look forward to working with them at this important and exciting time in the club’s history.”

SBK Marketing Director Adam Baylis also commented: “We are delighted to be launching this partnership with Hibernian; it is an honour to be working with one of the biggest clubs in the SPFL. We look forward to providing Hibs fans with SBK’s market-leading odds throughout the season and to communicating our mission to shake up the industry by focusing on price and product, while keeping the casino out!”

The EFL, Premier League, FA and Women’s Super League recently unveiled a new code of conduct covering gambling-related agreements. The code has been welcomed by the Betting and Gaming Council (BGC).

The deal between SBK and Hibernian is part of a wider trend of sponsorship integration into the world of sports betting, which is also supported by new regulatory initiatives and partnerships in the sports industry.