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Betfred extends title sponsorship of Scottish League Cup

UK bookmaker Betfred has extended its title sponsorship of the Scottish League Cup for one more year.

Betfred will now sponsor the cup until the end of the 2019-20 season, reportedly for a higher fee than in its previous deal.

The Scottish Professional Football League (SPFL) first signed Betfred as Title Sponsor of the cup in 2016-17, when the format of the tournament was changed so that it began in summer and ended before Christmas.

A new group stage and bonus point system was also added that year, and the SPFL signed BT Sport as the cup’s new Broadcast Partner.

Fred Done, owner of Betfred, said: “I feel that the revamped Betfred Cup has been a tremendous success, and I had no hesitation in agreeing an extension to the current deal.”

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The partnership is understood to be a three-season deal, from 2019-20 to 2021-22, and builds on AXA’s existing Global Partner agreement with Liverpool.

The deal is the largest ever sponsorship investment in UK women’s sport and comes less than a year after the league went fully professional in September 2018.

Under the five-year global deal, Oppo will become the first Official Smartphone Partner of The Championships, Wimbledon, as the event is officially known.

US sportswear brand Nike is paying about $7.5m (€6.7m) per year to sponsor China’s League of Legends Pro League (LPL), according to industry sources.