Sky Bet secures extension to multi-million-pound sponsorship deal

Sky Bet has extended its multi-million-pound sponsorship deal with the English Football League until summer 2024.

The Leeds-headquarted firm is the headline sponsor for the Championship, League One and League Two football divisions; a deal which has been in place since 2013.

Richard Flint, chief executive of Sky Betting & Gaming, 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.

“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.”

Sky Bet will be paying 20% more than it has done so far to extend the agreement from 2019 to 2024; taking its total deal length to 11 years.

Sky Bet will also be launching its responsible gambling marketing campaign. It features a new TV advert, which will be shown during Sky Sports’ Premier League and EFL Championship coverage this weekend.

The TV ad will be supported by a digital and social media campaign introducing Sky Bet customers to ‘Three Simple Tools’ to help them stay in control of their gambling.

This content, featuring Sky Sports talent Matt Le Tissier, Phil Thompson and Charlie Nicholas, is designed to raise awareness of the deposit limit, cool off and self-exclusion responsible gambling tools available to all Sky Bet customers.

Campaign content will also feature across national print, radio, Facebook, Twitter, the Sky Bet website, in the Sky Bet App, and in emails to Sky Bet customers. Sky Bet will also highlight the same messages in all EFL match day programmes across every fixture this weekend and on LED boards across grounds throughout the country.

Rob Painter, brand and people director at Sky Betting & Gaming, 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.”

The money from the deal will be divided among the 72 clubs in the English Football League, which sits under the Premier League.

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