Sky Bet extends major sponsorship deal with EFL

Sky Bet has signed a five-year extension to its sponsorship deal with the English Football League (EFL).

The record agreement will see Sky Bet continue as headline sponsor of the EFL, which operates the three club divisions below the top-tier Premier League, from the 2019-20 season until 2023-24.

The EFL said the new deal represents a 20% year-on-year increase from 2019-20 on the current agreement, with Sky Bet to remain as title sponsor of the Championship, League 1 and League 2 competitions.

Sky Bet will also continue as the exclusive betting and gaming partner of EFL Digital and the EFL’s iFollow live streaming service, as well as having the right to live stream 16 midweek EFL Championship fixtures on a ‘watch and bet’ basis.

The operator will also have the right to live stream content from EFL stadia on match-days, as well as display branding inside all venues during EFL games.

In addition, Sky Bet will remain as title partner of the end-of-season EFL play-offs, as well as continue to sponsor various player awards, such as ‘Player of the Month’ and ‘Manager of the Month’.

The renewed deal also includes a commitment to responsible gambling, with the two parties having signed an enhanced Memorandum of Understanding that has been designed to help Sky Bet customers stay in control and gamble safely.

As part of this arrangement, the ‘When the fun stops. Stop.’ campaign message will be prominent across online, print, radio and television, while all EFL players will carry a responsible gambling message of shirt sleeve patches.

“This agreement represents the largest title sponsorship in EFL history and once again illustrates how our commercial operations are maximising the revenue opportunities and exposure for the EFL and its clubs,” EFL chief executive Shaun Harvey said.

Richard Flint, chief executive of Sky Betting & Gaming, the parent company of Sky Bet, added: “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.

“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 sport, definitely not betting.”

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