The English Football League (EFL) has announced that it has agreed a new five-year extension to its partnership deal with Sky Bet.
Sky Bet and EFL Sign Five Year Extension to Sponsorship DealThis means that the Sky Bet partnership will be one of the longest league sponsoring partnerships in UK professional sport.
The news comes following a recent move by The Premier League to reduce gambling sponsorship in football and the recent publication of the Government’s white paper on gambling reform.
As a result of the heightened focus on responsible gambling, Sky Bet has agreed to the following additional conditions as part of its social responsibilities with regards to its EFL sponsorship.
Sky Bet and EFL Sign Five Year Extension to Sponsorship Deal-
Sky Bet and EFL Sign Five Year Extension to Sponsorship Deal
- The EFL will dedicate a proportion of its central inventory to promote safer gambling messaging and support Sky Bet’s safer gambling campaigns. Sky Bet and EFL Sign Five Year Extension to Sponsorship Deal
Commenting, Trevor Birch, EFL Chief Executive, said:
“For over a decade, Sky Bet has been a valuable partner for EFL Clubs, offering sustained investment to help Clubs navigate a volatile financial landscape and ensure fans can enjoy fantastic footballing entertainment in every corner of the country.
Sky Bet and EFL Sign Five Year Extension to Sponsorship Deal Sky Bet and EFL Sign Five Year Extension to Sponsorship Deal Sky Bet and EFL Sign Five Year Extension to Sponsorship Deal
Steve Birch, Sky Bet Chief Commercial Officer, said:
“I’m extremely proud of Sky Bet’s ongoing partnership with the EFL and delighted to have reached today’s agreement. Football is central to who we are and it’s great to be able to support the game and provide investment for Clubs across the Pyramid.
I’m particularly delighted that we can go one step further today with the announcement of our Sky Bet EFL Community Fund, seeking to make a real difference for people across England and Wales.
Sky Bet and EFL Sign Five Year Extension to Sponsorship DealWe are absolutely committed to Safer Gambling, and I’m delighted that our partnership with the EFL shows how responsible betting and gaming operators, and sporting organisations can work together to promote safer gambling and tackle the issue of gambling harm.”
One of the most popular British betting sites online, Sky Bet will continue as Official Title Partner of the Sky Bet EFL and Sky Bet Play-Offs on a worldwide basis. Sky Bet will also have rights to award the official Manager, Player and Goal of the Month awards, as well as the seasonal ‘Golden Boot’ and ‘Golden Glove’ awards in each division.
Based in London, Natasha is a former sports journalist with experience working for some of the biggest athletes & brands in the world of sports and iGaming.