Sky Bet extends English Football League sponsorship deal

17 November 2017

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Sky Bet has extended its multi-million pound sponsorship offer with the English Football League till the summer season of 2024.

The gaming operation is the heading sponsor for the Championship, League One and League Two football departments.

It gets its logo on shirts, and rights for "Bet and Watch" for some matches.

Sky Bet says it will try to prevent issue gambling through messaging on t-shirts, which clubs will benefit through more cash.

The offer, which is worth tens of countless pounds, has remained in location because 2013.

Sky Bet said it would be paying 20% more than it has done so far to extend the agreement from 2019 to 2024.

this promotion code will make the 11-year deal among the longest in expert sport, the firm stated.

The Leeds-based operation, which includes websites such as Sky Vegas and Sky Bingo, is owned by personal equity group CVC Capital Partners, external. Broadcaster Sky holds a 20% stake in the company.

the yohaig code betting industry has actually been under increasing scrutiny from the yohaig code government, and from the regulator, the Gambling Commission.

Earlier this promotion code year the Football Association, English football's governing body, revealed it would end sponsorship handle gaming companies.

However, competitors organisers, and the clubs themselves, are totally free to take sponsorship from betting firms.

The money from the Sky Bet deal will be divided amongst the 72 clubs in the English Football League, which covers the 3 departments below the Premier League.

The primary executive of Sky Bet, Richard Flint told the BBC's Get up to Money podcast that the English Football League utilized the earnings produced to assist them run their everyday operations.

He said: "Without sponsorship from the betting industry there aren't a multitude of sponsors ready to get included in football."

However, there are fears that increasing varieties of young fans are being exposed to gambling adverts.

Among the findings of the BBC's yearly Price of Football survey was that more young football fans bank on video games than play the sport.

About 95% of TV ad breaks in live football matches feature a minimum of one betting advert, the BBC discovered in October.

In some matches, 40% of the adverts were for betting.

Mr Flint told the BBC that Sky Bet and the English Football League were actively promoting awareness about issue gambling as part of the "When the fun stops. Stop" project.

"From the play offs and including next season every t-shirt will have a responsible betting message on the t-shirt sleeve and we're tying that into a responsible gaming campaign starting today, that includes a TV advert and border boards at EFL video games," he stated

The "When the fun stops. Stop" project is orchestrated by the Senet Group, which was established in 2014 by some of Britain's leading bookmakers in reaction to public issues about betting and gambling addiction.

The head of the GambleAware charity, Marc Etches, stated that while it welcomed a commitment to do more to promote safer gaming, "the messaging needs to be a lot more explicit about the danger involved than what the gambling industry currently proposes".

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