This latest endeavour is an extension of the partnership between Neville and Sky Bet, with the operator continuing its sponsorship of The Overlap YouTube channel until at least 2026.
Sky Bet's track record of partnerships extends beyond The Overlap. The bookmaker recently signed a five-year extension with the English Football League (EFL), retaining its position as the title partner across three EFL divisions until the conclusion of the 2028/29 season. This extended partnership involves a £1m ($1.3m) annual contribution to a Community Fund.
Sky Bet's marketing initiatives have also captured attention, such as the use of a dynamic 3D creative advertisement at Wembley Boxpark. This campaign celebrated the 10-year anniversary of Sky Bet's partnership with the EFL.
Furthermore, Sky Bet has renewed its EFL partnership to increase responsible gambling measures, including refraining from active marketing in family areas, promoting safe gambling messages, and funding a player education program across the 72 EFL clubs.
Katy Leeson, CEO of Relentless Media, underscored the partnership between Sky Bet and Gary Neville will offer unique insights through in-depth interviews with top athletes. She expressed confidence in the ‘consistent delivery of high-quality content’ that "Stick To Football" will bring to viewers.
