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Football League renews Sky Bet title sponsorship

The English Football League has renewed a title sponsorship agreement with online bookmaker Sky Bet.

The new deal will run for three seasons, from 2016-17 to 2018-19.

Sky Bet first linked up with the Football League just three weeks before the start of the 2013-14 campaign.

The league said that the agreement would “deliver increased revenue” to clubs with the title sponsorship once again becoming a standalone arrangement. In the previous three-season cycle, the league expanded an existing partnership with UK pay-television broadcaster Sky to sign up Sky Bet.

Following the recently announced re-branding of the Football League to the EFL, the league structure will become known as the Sky Bet EFL with its three divisions continuing to be known as the Sky Bet Championship, Sky Bet League One and Sky Bet League Two. Sky Bet will also be the title sponsor of the Sky Bet Play-Offs.

Football League chief executive Shaun Harvey said: “At a time when the Football League is very much focused on its future, which includes our imminent re-branding to the EFL, it is a great encouragement to see Sky Bet putting their continued faith in our competition and our clubs.”

The league has also revealed the new EFL divisional logos and colours with the Sky Bet Championship logo featuring a new gold design, Sky Bet League One a silver design and Sky Bet League Two a red design. The logo for the Sky Bet Play-Offs will combine the three colours together.