Sports betting company Sky Bet has announced the signing of a record extension to its sponsorship deal with the English Football League (EFL) for the next five years.
Its new agreement increases its current terms year-on-year by over 20% and will see Sky Bet continue as the title sponsor of the Championship, League 1 and League 2 from the 2019-20 season until the 2023-24 football season.
The two parties have also signed an enhanced Memorandum of Understanding which has been designed with the express purpose of enforcing a responsible gambling agenda.
EFL chief executive Shaun Harvey welcomed the signing of the deal, saying: “This agreement represents the largest title sponsorship in EFL history and once again illustrates how our commercial operations are maximising the revenue opportunities and exposure for the EFL and its clubs.”
As part of the deal, more money will be passed to the 72 EFL clubs, which will all now include responsible gambling messages on the sleeves of every home and away kit.
Sky Bet have also launched a responsible gambling marketing campaign featuring main anchor Jeff Stelling, in line with the ‘When the fun stops, Stop’ advertising messages of the UKGC and GambleAware.
The first of these advertisements will be shown during Sky Sports football coverage this weekend, with further advertisements to feature across national print, radio, Facebook, Twitter, the Sky Bet website, in the Sky Bet App, and in emails to Sky Bet customers.
In a statement, Richard Flint, CEO of Sky Betting & Gaming said: “We’re delighted to sign this new deal with the EFL and believe the additional focus we and the League are both placing on responsible gambling will show that well run betting operators can play an active part in raising awareness of problem gambling.
“By using our sponsorship and marketing capabilities to highlight how customers can gamble safely we hope to ensure that nothing gets in the way of people’s enjoyment of sport, definitely not betting.”
The TV and digital advertising will introduce Sky Bet customers to ‘Three Simple Tools’ to help them stay in control of their gambling. The content will feature Sky Sports pundits Matt Le Tissier, Phil Thompson and Charlie Nicholas and is designed to raise awareness of the deposit limit, cool off and self-exclusion responsible gambling tools available to Sky Bet customers.
Rob Painter, Brand and People Director at Sky Betting & Gaming added: “Obviously tackling gambling related harm goes beyond raising awareness of responsible gambling tools but we felt it was important that we put our marketing and sponsorship expertise behind our efforts to help our customers gamble safely. I’m proud that we’ve put responsible gambling at the heart of all aspects of our marketing strategy.”
Responding to the announcement, Wanda Goldwag, Chair of the Senet Group, commented: “Sky Bet’s latest campaign is evidence of a strong sense of social responsibility and a belief that working together we and our members can have a real impact – engaging with players in a positive and straightforward way when talking about how to enjoy gambling services in moderation."