Sky Bet and EFL extend partnership: stronger commitment to communities and responsible gambling

The English Football League (EFL) and Sky Bet have recently announced a significant extension to their partnership, solidifying their collaboration for the next five years. Under this renewed agreement, Sky Bet will maintain its position as the title partner for three divisions within the Football League until the conclusion of the 2028/29 season.

£1m for Community Fund

As part of this extension, Sky Bet has committed to invest £1m ($1.25m) annually in a Community Fund, which will be administered by the EFL. This fund aims to benefit communities all across the nation, fostering positive impacts through strategic investments.

In a recent event held at Wembley Boxpark, Sky Bet unveiled an innovative 3D creative advertisement. Situated along Wembley Way, the advertisement captivated fans as they made their way towards the stadium. After the final whistle, it instantly displayed the name and colours of the victorious team, forming part of the broader campaign to commemorate the decade-long partnership between Sky Bet and the EFL.

In this extended agreement, responsible gambling will be emphasised more. To achieve this, a comprehensive Memorandum of Understanding has been established. The primary objective of this memorandum is to safeguard children and other potentially vulnerable individuals.

Promotion of safe gambling

One of the key provisions in the Memorandum involves Sky Bet refraining from actively marketing its services in family-oriented areas. Furthermore, a portion of the company’s advertising inventory will be dedicated to promoting safe gambling messages. Additionally, Sky Bet will allocate funds towards implementing a player education program, benefiting all 72 clubs within the EFL.

Steve Birch, the Chief Operating Officer of Sky Bet, expressed his satisfaction and pride in the ongoing partnership with the EFL: “I’m extremely proud of Sky Bet’s ongoing partnership with the EFL and delighted to have reached today’s agreement. Football is central to who we are and it’s great to be able to support the game and provide investment for Clubs across the Pyramid.”