UK bookies Ladbrokes have signed on as the new league sponsor of the Scottish Professional Football League (SPFL).

The two-year deal, which takes effect in the 2015-16 season, will see Ladbrokes sponsor the Scottish Premiership as well as the SPFL’s three other divisions. The league stands to gain £2m per year from the partnership, which marks the SPFL’s first title sponsor since the Scottish Premier League and the Scottish Football League merged in 2013.

SPFL CEO Neil Doncaster has been roundly criticized for failing to bring in enough sponsorship dosh. On Wednesday, Doncaster said the new partnership was the result of “significant investment of energy and effort” and represented the opportunity “to tell the story of a modern, engaging and exciting Scottish football environment.”

Ladbrokes CEO Jim Mullen called the deal “one of the best opportunities in British sport.” Mullen said Scottish football “deserves a committed supporter and our financial backing will help to ensure every level of the game benefits from Ladbrokes’ involvement.”