The new deal will see a 50% increase on the previous rights fee package and an additional £1 million per season paid into a community fund that will be reinvested into communities in England and Wales.
Sky Bet and EFL Sign Five Year Extension to Sponsorship DealThe 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.
These include:
- Sky Bet will not actively market themselves or their products in family areas of Club stadiums or advertise to young fans.
- 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.
We have consistently seen our partnership evolve to move with the times and, with community at the heart of the EFL, a new community investment fund is perfectly aligned and will help strengthen the partnership’s commitment to social responsibility.
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 Deal Sky Bet and EFL Sign Five Year Extension to Sponsorship Deal
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.