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Sky Bet extends English Football League sponsorship deal

17 November 2017
bit.ly
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Sky Bet has actually extended its multi-million pound sponsorship deal with the English Football League until the summertime of 2024.
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The betting operation is the headline sponsor for the Championship, League One and League Two football divisions.

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

Sky Bet states it will try to discourage problem gambling through messaging on shirts, and that clubs will benefit through more money.

The deal, which deserves tens of countless pounds, has remained in location given that 2013.

Sky Bet stated it would be paying 20% more than it has done so far to extend the arrangement from 2019 to 2024.
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This will make the 11-year deal one of the longest in expert sport, the company said.

The Leeds-based operation, that includes 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 wagering market has been under increasing examination from the government, and from the yohaig code regulator, the Gambling Commission.
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Earlier this year the Football Association, English football's governing body, announced it would end sponsorship deals with gambling firms.

However, competitors organisers, and the clubs themselves, are totally free to take sponsorship from betting companies.

the yohaig code money from the Sky Bet deal will be divided amongst the 72 clubs in the English Football League, which covers the 3 divisions listed below the Premier League.

The primary executive of Sky Bet, Richard Flint told the BBC's Get up to Money podcast that the English Football League utilized the income generated to help them run their everyday operations.
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He stated: "Without sponsorship from the betting industry there aren't a great number of sponsors happy to get associated with football."
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However, there are fears that increasing numbers of young fans are being exposed to betting adverts.

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

About 95% of TV ad breaks in live football matches feature at least one betting advert, the BBC discovered in October.

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

"From the play offs and consisting of next season every t-shirt will have a responsible gambling message on the shirt sleeve and we're tying that into a responsible gambling project starting today, which consists of a television advert and perimeter boards at EFL games," he stated

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

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 far more explicit about the threat included than what the betting market presently proposes".
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