The English Football League, which operates the three club divisions below the top-tier Premier League, has signed a long-term extension to its partnership with online sports betting company Sky Bet.
Sky Bet will retain its position as the EFL’s headline sponsor until the 2023-24 season after signing a new five-year deal with the body.
Financial terms of the agreement were not disclosed, but the EFL said the record deal represents a 20-per-cent year-on-year increase on the current deal from 2019-20.
As part of the deal, both parties will promote Sky Bet’s new marketing campaign to raise awareness of responsible gambling. The campaign’s message is: “When the fun stops. Stop.”
The campaign will be prominent across online, print, radio and on television, while sleeve patches worn by all players in EFL competitions will feature a responsible gambling message.
Sky Bet will also retain its position as the exclusive betting and gaming partner of EFL Digital and iFollow, the EFL’s online streaming service for supporters outside of the UK and Ireland.
Sky Bet will also hold the right to live stream 16 midweek Championship games on a ‘watch and bet’ basis, along with content from club grounds such as squad details and live odds from inside stadia on a matchday.
In addition, Sky Bet will retain title sponsorship of the EFL’s end-of-season play-offs, benefit from branding in stadia at all EFL matches, and sponsor the Player of the Month, Manager of the Month, Goal of the Month, Golden Boot and Golden Glove awards.
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.”