Scottish Premiership, the top tier of English football, has announced that its season prize money will be boosted by 30%, with the new partnership between the Scottish Football Association (SFA) and a new sponsor.
The increase in prize money is part of the league's efforts to attract more fans and revenue from ticket sales and merchandising. The SFA had previously been relying on sponsorship deals to fund matches and infrastructure improvements, but this partnership now sees it receive significant financial support from a new partner.
The new deal comes as the league prepares for its biggest ever season, which starts next month. The new sponsors will also provide additional funding for player welfare initiatives and community projects, with the aim of increasing the league's appeal to young people and families.
The move follows a number of recent events at the club, including the announcement of a new home ground, the unveiling of a new stadium and the signing of a new contract with the club's main supporter, the Glasgow人民。
Overall, the new partnership represents a major step forward for the Scottish Premiership, and it is hoped that it will help to boost the league's profile and revenue even further in the years ahead.