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Sky Bet, part of Flutter Entertainment, has extended its partnership with the English Football League for a record-breaking five years. Sky Bet will continue to be the League’s official title partner through the campaign of 2028/29.
The new rights fee, which builds on a decade long partnership with Sky Bet, represents a 50% rise in revenue for EFL Clubs. This will help the League achieve its primary objective of making Clubs financially viable across all divisions.
Sky Bet will also invest PS1,000,000 per season, and a total of PS6,000,000 into the Community Fund managed by the EFL. This fund will be used to invest in communities throughout England and Wales that are home to EFL Clubs. Sky Bet and EFL will use this funding to provide activity through the EFL Trust, and their network of Club Community Organizations (CCOs). The initiatives to be focused on are to be agreed upon by both organisations.
The partnership, which was first agreed upon in 2013, is based on a Memorandum of Understanding between the two organizations that outlines how we can achieve our shared objectives in a responsible manner. The partnership has always placed a focus on safer gambling, but also provides a framework to connect EFL fans with their teams, players and communities.
Sky Bet and EFL have both renewed their commitment to the approach they take in promoting the product.
Examples of the MoU include
- Sky Bet does not advertise or actively promote their products or services in the family areas of stadiums, or to young fans.
- The EFL has committed a portion of its central inventory for Sky Bet’s safer gaming campaigns and to support Sky Bet’s safer gambling messages.
- Sky Bet is funding a programme of player education across all 72 EFL clubs. The program will educate players on the dangers and risks associated with gambling, and will provide them with support and advice.
Sky Bet and EFL will both share their learnings from the partnership, as well as insights gained through the partnership, with Government and other stakeholders in the sports and sectors to inform the development of the new Code of Conduct for sports sponsorship. This is done in line with the Gambling Act Review White Paper.
Flutter has recently welcomed the publication by the Gambling Act Review. We see this as a positive moment in the UK gambling industry, raising standards and bringing regulatory framework to the digital age.
Sky Bet will be the official title partner of Sky Bet EFL, Sky Bet Playoffs and Sky Bet EFL on a global basis. Sky Bet also has the rights to present the monthly awards for Manager, Player, and Goal as well as the ‘Golden Boots’ and Golden Gloves’ in each division.
Steve Birch, Chief Commercial Officer at Sky Bet, said: “I am extremely proud of Sky Bet’s continued partnership with the EFL, and I’m delighted that we have reached this agreement today.” We are a football-centric company and we’re proud to be able support the sport and invest in Clubs at all levels of the pyramid.
It is with great pleasure that I announce today the Sky Bet EFL Community Fund. This fund will help make a difference to people in England and Wales.
The recent Sky Bet Playoff Finals showed that the EFL continues to grow, with millions of people watching the games in the UK as well as around the globe.
“We are committed to safer gambling, and our partnership with EFL shows that responsible gaming and betting operators, sporting organisations, and gambling harm can work together.”
Trevor Birch, EFL’s Chief Executive, said “For over a decade Sky Bet has provided a valuable partnership for EFL Clubs. It offers sustained investment that helps Clubs navigate an unstable financial landscape, and ensures fans enjoy fantastic footballing entertainment at every corner of the UK.
A new community investment trust is a perfect fit for the EFL and our partnership. With community at its core, the fund will strengthen the partnership’s commitment to social responsibilities.
In the Government’s Gambling White Paper, the social responsibility initiatives that have been implemented in conjunction with our partnership Sky Bet were highlighted as an example of best practice. The wider sports industry can learn from this and we will continue to promote safer gambling.
“On behalf of our clubs, we thank Sky Bet’s continued support for English football. We look forward to the development of this much-loved league with the added certainty that this investment brings.”
