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EFL announces record five-year partnership with Sky Bet

By Community | November 17, 2017

The EFL has today announced a record five-year partnership that will see Sky Bet continue as the organisation’s title sponsor until 2023/24. The new agreement represents a 20% year-on-year increase from 2019/20 on the current deal.

Under the new agreement, Sky Bet will also become the official betting and gaming partner of iFollow and have the right to live stream 16 midweek EFL Championship fixtures on a ‘watch and bet’ basis, plus various other offerings.

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.”

The announcement coincides with Sky Bet’s launch of a new commitment to raise awareness of responsible gambling. A new marketing campaign, underpinned by an enhanced Memorandum of Understanding (MOU), has been designed to help customers stay in control and gamble safely.

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