Banner image

EFL backs responsible gambling campaign

The EFL’s title partner Sky Bet has today launched a new commitment to responsible gambling as the two parties announce a record five-year partnership that will see the sports gaming company continue as headline sponsor of the Sky Bet EFL until 2023/24.

The new agreement represents a 20% year-on-year increase from 2019/20 on the current deal and will see the working relationship extended to 11 years, making it one of the longest and most significant partnerships in professional sport.
                                                                                                         
At the heart of the relationship is a new marketing campaign led by Sky Bet, underpinned by an enhanced Memorandum of Understanding (MOU), designed to help its customers stay in control and gamble safely. The campaign argues that “When the fun stops. Stop.” and will be prominent across online, print, radio and on TV, while sleeve patches worn by all EFL players will feature a responsible gambling message to illustrate both parties’ commitment to the cause.  
Under the new agreement, Sky Bet will:

  • Remain as the EFL’s title sponsor on a worldwide basis.
  • Remain as the exclusive betting and gaming partner of EFL Digital.
  • Become the official betting and gaming partner of iFollow.
  • Have the right to live stream 16 midweek EFL Championship fixtures on a ‘watch and bet’ basis.
  • Have the right to live stream content from Club grounds such as squad details and live odds from inside EFL grounds on a matchday.
  • Remain as title partner of the Sky Bet Play-Offs.
  • Display branding in stadiums at all EFL matches.
  • In addition to the Player of the Month, Manager of the Month and Goal of the Month Awards, Sky Bet will have the right to award a ‘Golden Boot’ to the top scorer in each division at the end of the season. They will also have the right to award a ‘Golden Glove’ to the top goalkeeper.

EFL Chief Executive, Shaun Harvey, said: “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.
 
“Sky Bet has been a significant and valued partner since first sponsoring the EFL in 2013/14. They have helped support the growth of the EFL and its competitions and I would like to thank Sky Bet, not only for their efforts in the partnership to date, but also for their vision and foresight during the negotiation phase.
 
“I am delighted that an agreement has been reached and the EFL is looking forward to continuing to work with our friends at Sky Bet from now until 2024 on enhancing the experience for supporters whilst ensuring this is done in the most appropriate and responsible way.”
 
Sky Betting & Gaming Chief Executive, Richard Flint, 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.”

Latest News

Press conference: Nigel Pearson meets the media

Press conference: Nigel Pearson meets the media

Posted: Wednesday, February 24th 2021

Gallery: Pearson settles into managerial role

Gallery: Pearson settles into managerial role

Posted: Wednesday, February 24th 2021

The first interview: Nigel Pearson

The first interview: Nigel Pearson

Posted: Wednesday, February 24th 2021

Highlights: Middlesbrough 1-3 Bristol City

Highlights: Middlesbrough 1-3 Bristol City

Posted: Wednesday, February 24th 2021

Also from Bristol Sport

Ashton Gate Stadium lights blue in support of the NHS
Bristol Sport icon

Ashton Gate Stadium lights blue in support of the NHS

Ashton Gate Stadium has joined the growing group of iconic buildings and landmarks to light blue across the country every Thursday night in a show of thanks and respect to the NHS.

Posted: Thursday, February 25th 2021 • Bristol Sport

Lam seeking response against in-form Tigers
Rugby icon

Lam seeking response against in-form Tigers

Pat Lam has urged his side to ‘take their medicine and bounce back’ when they welcome Leicester Tigers to Ashton Gate on Saturday (1pm KO, live on BT Sport Extra).

Posted: Wednesday, February 24th 2021 • Rugby

Revised 2020/21 EPCR tournament formats announced
Rugby icon

Revised 2020/21 EPCR tournament formats announced

EPCR has announced revised tournament formats for the 2020/21 Heineken Champions Cup.

Posted: Wednesday, February 24th 2021 • Rugby

Lillicrap honoured to be named Wales skipper
Rugby icon

Lillicrap honoured to be named Wales skipper

Siwan Lillicrap has been named Wales captain by Warren Abrahams ahead of the rescheduled Six Nations tournament.

Posted: Wednesday, February 24th 2021 • Rugby

Disciplinary verdict: Sam Bedlow
Rugby icon

Disciplinary verdict: Sam Bedlow

Centre Sam Bedlow has been given a three-week suspension, after accepting the charge of a tip-tackle against London Irish, in a hearing on Tuesday night.

Posted: Wednesday, February 24th 2021 • Rugby