LEEDS-BASED Sky Bet has extended its sponsorship of football’s professional leagues below the Premier League after agreeing a new three-year deal that begins in August.
The value of the deal has not been announced, but the previous agreement – which was signed two weeks before the start of the 2013/14 season – was reported to be worth up to £6m per season.
In May The Football League announced that Sky Bet had offered to extend the agreement for a further two seasons, but the governing body had chosen to discuss deals with other interested parties.
However the two sides have now agreed to extend their partnership and have said it will deliver “increased revenue” to the 72 league clubs.
Sky Bet chief executive Richard Flint said: “Over the last couple of seasons we’ve loved working with the League, its clubs and the fans and so are delighted to extend Sky Bet’s sponsorship. We are proud to continue our investment in such a fantastic competition and look forward to making betting better for football fans.”
The Football League is rebranding to the EFL and so the competition will become known as the Sky Bet EFL but its three divisions will continue to be known as the Sky Bet Championship, Sky Bet League One and Sky Bet League Two.
Football League chief executive Shaun Harvey, who was previously chief executive of Leeds United, added: “At a time when The Football League is very much focused on its future, which includes our imminent re-branding to the EFL, it is a great encouragement to see Sky Bet putting their continued faith in our competition and our clubs.”
