Sky Bet Named New Title Sponsor of The Football League, Broadcast Deal Agreed

Sky Bet has been named the new title sponsor of The Football League, signing a five-year agreement to replace nPower.

The Football League had been looking for a title sponsor since nPower decided not to renew their sponsorship past the 2012-13 season.

Now, the football body of the second, third and fourth tier of English football, will be titled ‘The Sky Bet Football League, with the leagues being named The Sky Bet Championship’, ‘Sky Bet League 1’ and ‘Sky Bet League 2’.

The news comes just two weeks ahead of the new season and Greg Clarke, the Chairman of The Football League said: “I am delighted to welcome Sky Bet to working with The Football League and its clubs. This agreement takes our long-term partnership with Sky to a new level and provides a genuine boost to clubs ahead of the new season.”

Richard Flint, MD of Sky Bet, commented: “This is a ground-breaking partnership for Sky Bet. Sponsorship of The Football League helps us engage with millions of football fans spanning all 72 league clubs. It was important for us that we are able to demonstrate our commitment to all Football League clubs and fans nationwide.

“The strength of our technology supported by a trusted brand that is part of the fabric of football means we’re ideally placed to add to the match-day experience of fans.”

Sky Sports agree new broadcast deal

The title sponsorship announcement came on the same day as The Football League announcing a brand new three-year broadcasting deal with Sky Sports.

Sky Sports will offer 37 more live games per season as a part of the new deal, with 148 live matches coming from the Football League, Capital One Cup and Johnstone’s Paint Trophy.

From August 2015, Sky Sports will broadcast exclusively live each season: 112 matches from across the Sky Bet Football League. The Football League Play-Offs including all three Finals. 15 matches from the Capital One Cup, including both legs of each semi-final and the final. The Johnstone’s Paint Trophy Final and at least two matches from the preceding rounds.

Clarke commented on the broadcast deal: “The Football League is focused on delivering financial sustainability to our member clubs and this agreement will help us achieve that aim. Already we are delivering careful management of costs through our Financial Fair Play regulations and now we can add increased revenues to our clubs. They will be delighted by this news and the financial certainty it brings for the next five years.”

Barney Francis, Managing Director of Sky Sports, added: “This agreement offers Sky Sports viewers more matches, more choice and more drama from all 72 clubs across The Football League. Extending our Football League coverage until 2018 is excellent news for our viewers who have never enjoyed such a strong choice of live football coverage.

“We are proud of our partnership with The Football League and can look forward to even more drama and excitement from its competitions for another five seasons.”

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