THIS midweek's Premier Sports Cup matches look set to be the LAST in the competition.
Well, under that branding at least as there's a big change on the horizon.
That's because the sponsors - and indeed the tournament's broadcasters - are themselves about to undergo a major rebrand.
It was announced during the summer that the Nordic media giant Viaplay Group had secured a deal to acquire Premier Sports for around £30million.
And today, the Stockholm-based company confirmed that their UK operations will go live on November 1st.
It means that Premier Sports will undergo a complete rebrand on that date.
Premier Sports 1 and 2 will be renamed Viaplay Sports 1 and 2 respectively, while the FreeSports channel will become Viaplay Xtra.
All of Premier Sports' existing offerings, including League Cup, Scottish Cup and Scotland national team matches in the Nations League, will be carried over to Viaplay and broadcast on the channel.
Viaplay are already big players in the media market, with operations in every Nordic and Baltic country, as well as Poland and the Netherlands.
They'll also launch in the USA, Canada and across Europe next year.
What is also means it that the League Cup will undergo a somewhat unprecedented mid-season rebrand.
Premier Sports have sponsored the competition since the start of the 2021/22 season.
With Premier Sports ceasing to exist as a brand, the tournament itself will take on a new name of its own once Viaplay comes into play.
The final games under the Premier Sports Cup moniker will take place this week .
Kilmarnock face Dundee United in the first of the quarter final match-ups tonight.
The other three ties take place tomorrow with Motherwell facing Celtic , Aberdeen taking on Partick Thistle and Rangers taking on Dundee .
Celtic won the competition last season, the first and only final to be contested under the Premier Sports Cup branding.
They beat Hibs 2-1 in the final at Hampden to secure Ange Postecoglou his first trophy as Hoops manager.
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