New SPFL sponsorship deal on the cards

The SPFL are closing in on a new title sponsor thanks to a little help from Alex Salmond.

That is the good news that has been handed out to clubs by the League’s Chief Executive, Neil Doncaster.

In addition, he has reassured them there is no sign that the collapse of TV audience figures since Rangers exited the top flight in 2012 will lead to any loss of revenue.

Scotland’s new senior set-up was formed last June, but and has yet to attract a backer to take the place of its long-running supporter, the Clydesdale Bank. But Doncaster has revealed talks are ongoing with “significant corporate players” from the business world.

These, he said, were facilitated by the First Minister, Alex Salmond, and were described as “warm,” and “a work in progress.” Among the large companies canvassed, it’s believed gas and electricity providers have delivered the most positive response.

Finding a sponsor would be a timely boost for Doncaster. He has drawn criticism for the failure so far on that front, especially as the League Cup is also currently open for offers.

While he has been content to explain away the lack of backing as caution on the part of companies to the new set-up, it is a concern and one which will increase with the passage of time.

There was positive news at the end of the last year for Scottish football with the announcement of a tie-up with Chinese partner PPLive TV.

The deal, set to bring in £2-million a year to clubs, will see a total of 58 SPFL matches screened live in China. SNP leader Salmond was in China on a trade mission, and joined Doncaster in Beijing for the announcement.

Closer to home, though, falling viewing figures for live action on SKY and BT Sport is a significant concern.

The audience is acknowledged to have collapsed as a direct consequence of Rangers’ exit from the top flight in 2012. The big difference is that while supporters of Rangers and Celtic continue to follow their own sides, it has become apparent they no longer take an interest in the fortunes of their rival.

This is because the results of the games have no direct impact on their own respective leagues. That wasn’t the case in the past, with several close title races drawing increasing audiences as they headed into the run-in.

With broadcasting rights the main source of revenue, the SPFL are anxious there is no further fall off.

SKY is currently in year two of a five-year deal they are tied into. The same applies to BT Sport, but in their case they would potentially be able to pull out at the end of this season.

However, Doncaster has reassured clubs there is no sign that is going to happen.