Sky Betting & Gaming extends its English Football League sponsorship

Sky Betting & Gaming (SB&G) has signed a new five-year extension to its sponsorship of the English Football League (EFL), which will see SB&G remain the league’s official sponsor up until the 2023-24 season.

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Sky Bet will remain the EFL’s principal sponsor until the 2023-24 season. © CAS trust.

The multi-million pound deal inplace since 2013 has seen Sky Bet as the main sponsor for all Championship, League One, and League Two games in English football.

The terms of the new agreement will also see Sky Bet remain the exclusive betting partner of EFL Digital and become the official betting partner of iFollow, while Sky will have the rights to stream 16 midweek Championship fixtures and also content from Club grounds, such as squad details and live odds.

The new agreement is a 20% yearly rise on the current terms of the deal starting from the 2019-20 season. Sky Bet, the groups’ largest brand, will maintain its status as the main sponsor of the EFL.

All 72 EFL clubs will receive an increased sponsorship amount from the current deal. The agreement stipulates that responsible gambling messages will appear on every EFL club shirt.

Speaking about the contract extension, SB&G CEO, Richard Flint, said:

We’re delighted to sign this new deal with the EFL and believe the additional focus we and the League are both placing on responsible gambling will show that well run betting operators can play an active part in raising awareness of problem gambling.Richard Flint, SB&G CEO

Responsible gambling at the heart of the deal

SB&G have been quick to point out that the deal has responsible gambling at its core. Along with more money going to the clubs, responsible gambling messages will be featured on the shirts of all EFL clubs and are intended to discourage problem gambling.

The deal extension also coincides with the release of Sky Bet’s own responsible gambling campaign. The campaign includes an advert featuring Sky Sports presenter Jeff Stelling, which has already aired during Premier League and EFL matches over the weekend. The advertising campaign will be supported by digital, print, and social media content. Some grounds across the country will even feature Sky Bet responsible gambling messages on their LED advertising boards, while matchday programmes will also contain the responsible gambling messages.

Speaking about the campaign, Rob Painter, brand and people director at SB&G, said:

Obviously tackling gambling related harm goes beyond raising awareness of responsible gambling tools but we felt it was important that we put our marketing and sponsorship expertise behind our efforts to help our customers gamble safely. I’m proud that we’ve put responsible gambling at the heart of all aspects of our marketing strategy.Rob Painter, Brand and people director, SB&G

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