Sky Bet has extended its sponsorship of the English Football League, the second, third and fourth tiers of English soccer through to 2024.
The new deal means that the betting company, owned by the broadcaster, will extend to 11 years. The new deal represents a 20 percent year on year increase in the value of the sponsorship.
There is, of course, a kink in the narrative that nobody involved in the sport, from players and managers to referees and club officials is allowed to bet on the sport. The prohibition from the FA was brought in last year in response to growing concerns over integrity and the welfare of players.
The FA itself applied a revoking clause in its partnership with Ladbrokes as an official partner.
There is an acceptance of this with the news that the partnership will also launch a new marketing campaign encouraging customers to stay in control and gamble safely.
The campaign will be prominent across online, print, radio and on TV, while sleeve patches worn by all EFL players will feature a responsible gambling message to illustrate both parties’ commitment to the cause.
As part of the new deal, Sky Bet will have the right to live stream 16-midweek Championship matches on a ‘bet and watch’ basis, betting responsibly of course, one imagines.
“This agreement represents the largest title sponsorship in English Football League history and once again illustrates how our commercial operations are maximising the revenue opportunities and exposure for the EFL and its Clubs,” said League CEO Shaun Harvey.
“Sky Bet has been a significant and valued partner since first sponsoring the EFL in 2013/14. They have helped support the growth of the EFL and its competitions and I am delighted that an agreement has been reached.”
“We are looking forward to continuing to work with our friends at Sky Bet from now until 2024 on enhancing the experience for supporters whilst ensuring this is done in the most appropriate and responsible way.”
“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,” added Sky Betting and Gaming Chief Executive, Richard Flint.
“By using our sponsorship and marketing capabilities to highlight how customers can gamble safely we hope to ensure that nothing gets in the way of people’s enjoyment of the sport, definitely not betting.”
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