Sky Bet, a leading gaming firm, has extended its multi-million pound sponsorship deal with the English Football League for an additional 5 years.
The new agreement will extend the current agreement, which was due to end with the 2019-2020 season up to the 2023-2024 season , making the 11 year deal one of the longest in professional sport. Sky Bet will also remain as the head sponsor of the Championship, League One and League Two football divisions.
The gaming firm will also remain the exclusive betting partner of the EFL Digital and iFollow services and will be given rights to stream matches on game day.
The EFL and Sky Bet are also trying to fight problem gambling with the signing of a new Memorandum of Understanding, which endeavors to keep Sky Bet punters out of harm’s way.
Richard Flint, the Chief Executive Officer of Sky Betting & Gaming, commented on the deal by saying that they are delighted to sign this new deal with the English Football League and believe the additional focus they 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.
Flint went on to say that by using their sponsorship and marketing capabilities to highlight how customers can gamble safely they hope to ensure that nothing gets in the way of people’s enjoyment of sport.
Shaun Harvey, Chief Executive Officer at English Football League, added that this agreement represents the largest title sponsorship in EFL history and once again illustrates how their commercial operations are maximizing the revenue opportunities and exposure for the EFL and its clubs.