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Sky Bet extends English Football League sponsorship deal

17 November 2017

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Sky Bet has actually extended its multi-million pound sponsorship handle the English Football League up until the summertime of 2024.
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The betting operation is the heading sponsor for the Championship, League One and League Two football departments.
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It gets its logo on t-shirts, and rights for "Bet and Watch" for some matches.

Sky Bet says it will attempt to dissuade problem betting through messaging on shirts, and that clubs will benefit through more cash.

The bet9ja's welcome offer, which is worth 10s of countless pounds, has been in place because 2013.

Sky Bet said it would be paying 20% more than it has actually done so far to extend the agreement from 2019 to 2024.

this promotion code will make the 11-year deal one of the longest in professional sport, the firm said.

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

The betting market has been under increasing scrutiny from the government, and from the regulator, the Gambling Commission.

Earlier this year the Football Association, governing body, revealed it would end sponsorship handle betting firms.

However, competition organisers, and the clubs themselves, are totally free to take sponsorship from gambling companies.
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The money from the Sky Bet deal will be divided amongst the 72 clubs in the English Football League, which covers the 3 departments below the Premier League.

The chief executive of Sky Bet, Richard Flint informed the BBC's Get up to Money podcast that the English Football League used the profits generated to help them run their day-to-day operations.
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He stated: "Without sponsorship from the wagering industry there aren't a variety of sponsors ready to get associated with football."

However, there are fears that increasing numbers of young fans are being exposed to betting adverts.

Among the findings of the yohaig code BBC's annual Price of Football study was that more young football fans wager on games than play the sport.

About 95% of TV advertisement breaks in live football matches function a minimum of one betting advert, the BBC found in October.
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In some matches, 40% of the adverts were for gambling.

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

"From the play offs and including next season every shirt will have an accountable gambling message on the shirt sleeve and we're connecting that into a responsible betting project beginning today, which consists of a television advert and boundary boards at EFL games," he said

The "When the fun stops. Stop" project is managed by the Senet Group, which was established in 2014 by a few of Britain's leading bookmakers in action to public concerns about betting and betting dependency.

The head of the GambleAware charity, Marc Etches, stated that while it welcomed a dedication to do more to promote much safer gambling, "the messaging needs to be much more specific about the risk involved than what the gaming market presently proposes".

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