NEIL DONCASTER has defended his six-year reign as SPFL chief executive and insisted he won't step down or be forced out of his position.

The league finally unveiled betting giants Ladbrokes as their first title sponsor since 2013 - a deal worth around £4m over two seasons - and their supremo said he had no intention of succumbing to the personal criticism which has been heading in his direction.

The Englishman, whose leadership was publicly questioned by boxing impresario Barry Hearn last year, was criticised afresh by Hearts owner Ann Budge and Hibs chief executive Leeann Dempster over the timing of the last-day championship meeting between Hearts and Rangers. Further brickbats headed in his direction over a potential scheduling clash between the Scottish Cup final and Premiership play-off final second leg, before a simmering row with Rangers over a 50% levy on play-off gate receipts which has led to the Ibrox club allowing all fans into Sunday's play-off quarter final second leg against Queen of the South for £5.

"Criticism is in the nature of the job," said Doncaster. "You are operating under the intense glare of the media spotlight. That is the reality of the job I took, the reality of the job I have today. Nothing has changed and anyone who comes into this role thinking it is going to be different is going to get a very rude awakening. I came into it with my eyes open. I don't personally feel the need to be praised the whole time and I don't take the criticism personally. As long as I do a good job for the clubs - and I believe that I and the team are - then that is all that you can do."

Doncaster defended the league's policy of preventing Rangers from allowing season ticket holders in for free, and said that they were already planning to schedule next season's play-off final second leg in the same weekend as the Scottish Cup final, even though it could present exactly the same problems.

"Here is the news," said Doncaster. "We will be in the same position next year. We knew that situation could come up this year, just as it will next year. Next year, when the Scottish Cup final and the play-off final are scheduled for the same weekend, there could be a conflict. If there is a conflict, it will be resolved. To extend the season now into June or perhaps have another midweek game in January, they are both ways you could avoid the problem, but clubs don't want that on the whole.

"One of the changes which was proposed in April this year was minimum pricing in play-off games and that was rejected, so we don't have minimum pricing in play-off games," he added. "If clubs wish to charge £5 to all spectators then they can do that. If the clubs want changes to the rules in this area then it can happen."

While Doncaster was scathing about the possibility of league restructuring to accelerate Rangers into the top flight should they miss out in the play-offs, he admitted discussions were ongoing about changing the format of the league cup. One idea being floated is for a summer start, sectionalised groups and an October/November final, but the assent of all 42 clubs will be required for any changes to be sanctioned before the end of the three-year lock-in period next summer.

The chief executive swatted aside any suggestion of double standards about accepting the proceeds of gambling at a time when the likes of Ian Black and Steve Simonsen have fallen foul of draconian rules against such behaviour.

"I think most sensible commentators see the difference between players who can influence the outcome of a game, and referees and ourselves, who aren't allowed to bet on games and members of the public and supporters for who a bet involving the game is part of how they enjoy the game," he said. "Responsible gambling is absolutely at the heart of what Ladbrokes are all about."