Scottish Premiership
With Interest In The William Hill Premiership Soaring – Who Wins The Title?
Social media analysis by William Hill News has revealed that mentions of the William Hill Premiership have totalled more than 280 million this season.
Using social media data analysis software, all mentions of the William Hill Premiership on ‘X’ (formerly Twitter) were collated and revealed the growth of online interest in the league.
William Hill Premiership Outright Winner Odds 2025/26:
- Celtic – 11/10
- Hearts – 13/10
- Rangers – 7/2
January was the month with most mentions (45.8million), coinciding with Hearts’ 2-2 with Celtic and Rangers’ Old Firm victory at Parkhead, with United States, Republic of Ireland and Australia the countries most engaged in the league, outside of users in the UK.
The popularity of the William Hill Premiership across social media platforms is partly thanks to the gripping three-way race for the title between Hearts, Celtic, and Rangers, with league leaders Hearts on the verge of becoming the first team outside the Old Firm giants to win the title since the 1984-85 season.
William Hill Premiership Specials:
- Title To Be Decided On The Final Day – 1/5
- Title To Be Decided By Goal Difference – 15/8
- Scottish Premiership & EPL Titles Both To Be Decided By Goal Difference – 12/1
Spokesperson for William Hill, Lee Phelps, said: “The William Hill Premiership has been a hot topic since the opening weekend of the season last August, and as the title battle has developed into a three-horse race, fans have shown their interest in the gripping action on social media.
“Our data analysis revealed that social media mentions on X have totalled more than 280 million heading into the final month of the campaign, and there is sure to be even more hype should there be any further twists and turns in the blockbuster fixtures remaining, including Hearts’ clash with Rangers this weekend.
“We make it 1/5 (83.3%) that the title goes down to the final day, and 15/8 (34.8%) that the winner is decided on goal difference.”
*Odds subject to change – prices accurate at the time of writing*
