SPFL sponsorship failure highlights lack of leadership and direction

The SPFL have confirmed a new agreement with title sponsor cinch meaning Rangers will not be required to display the branding of the company, having been effectively excluded. 

How can this happen and why are the clubs accepting such nonsense?

The announcement on Wednesday, regardless of how the league body appears to be presenting it, is a climb down and the outcome reflects Rangers position and the objections from Ibrox from the outset of this row.

It speaks volumes that the Scottish Professional Football League is attempting to portray confidence and strength on the back of a forced settlement meaning that its biggest club and a Europa League finalist is left out of its main sponsor and the various associated branding.

🗣️"This is a great outcome for the entire game in Scotland"
🗣️"This is a full vindication of our stance throughout the past season"

The SPFL agree a new deal with cinch to protect the sponsors' "pivotal investment" which means Rangers won't need to wear the cinch logo.

— Sky Sports Scotland (@ScotlandSky) June 15, 2022

Since the start of last season, Rangers have not displayed logo of cinch within Ibrox, and generally avoided it everywhere else, including on the team kit due to a conflict with an existing commercial agreement with Park’s of Hamilton, the company owned by club chairman, Douglas Park.

The feeling now within Ibrox is that the fresh terms confirmed by the SPFL is an admission of their wrongdoing, that they knew about when doing the deal with cinch last year.

The league statement (available above) included quotes from chief executive Neil Doncaster:

“It’s extremely good news that we have been able to work with our partners at cinch to develop an updated sponsorship package which delivers the same level of financial support to Scottish football, whilst providing additional SPFL media assets to cinch to compensate for the loss of Rangers-related rights.”

If that is not saving face, it certainly appears very similar.

Ahead of the launch of the new season fixtures this coming Friday, the SPFL is pushing its case, trying to be positive whilst taking the publicity but the spin is clear to see.