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Sky Bet extends English Football League sponsorship deal

17 November 2017
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Sky Bet has extended its multi-million pound sponsorship handle the English Football League till the summer of 2024.

The gaming operation is the headline sponsor for the Championship, League One and League Two football departments.

It gets its logo design on t-shirts, and rights for "Bet and Watch" for some matches.

Sky Bet says it will try to prevent problem betting through messaging on shirts, which clubs will benefit through more money.

the yohaig code bet9ja's welcome offer, which is worth 10s of countless pounds, has remained in location because 2013.
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Sky Bet said it would be paying 20% more than it has actually done so far to extend the contract from 2019 to 2024.
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this promotion code will make the 11-year deal one of the longest in expert sport, the company stated.

The Leeds-based operation, which includes sites such as Sky Vegas and Sky Bingo, is owned by private equity group CVC Capital Partners, external. holds a 20% stake in the company.

The betting market has been under increasing examination from the government, and from the regulator, the Gambling Commission.
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Earlier this year the Football Association, English football's governing body, announced it would end sponsorship offers with gambling firms.

However, competitors organisers, and the clubs themselves, are free to take sponsorship from gambling firms.

The cash from the Sky Bet bet9ja's welcome offer will be divided amongst the 72 clubs in the yohaig code English Football League, which covers the three departments listed below the Premier League.

The chief executive of Sky Bet, Richard Flint informed the BBC's Awaken to Money podcast that the English Football League used the earnings created to help them run their day-to-day operations.

He stated: "Without sponsorship from the betting industry there aren't a variety of sponsors ready to get associated with football."
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However, there are worries that increasing numbers of young fans are being exposed to betting adverts.

One of the findings of the BBC's yearly Price of Football study was that more young football fans wager on games than play the sport.
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About 95% of TV ad breaks in live football matches feature a minimum of one gambling advert, the BBC discovered in October.

In some matches, 40% of the adverts were for gaming.

Mr Flint informed the BBC that Sky Bet and the English Football League were actively promoting awareness about problem betting as part of the "When the enjoyable stops. Stop" project.

"From the play offs and including next season every t-shirt will have a responsible gaming message on the t-shirt sleeve and we're tying that into a responsible gambling project beginning today, that includes a TV advert and perimeter boards at EFL games," he stated

The "When the enjoyable stops. Stop" campaign is managed by the Senet Group, which was established in 2014 by some of Britain's leading bookies in response to public concerns about betting and betting dependency.

The head of the GambleAware charity, Marc Etches, said that while it invited a commitment to do more to promote much safer gaming, "the messaging requires to be much more specific about the risk involved than what the gambling industry currently proposes".

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