The English Football League (EFL) and Sky Bet have agreed to a five-year partnership extension. The deal will see Sky Bet continue to be the title partner across three divisions of the Football League. The partnership will run until the end of the 2028/29 season.

Sky Bet will invest £1m ($1.25m) per season in a Community Fund held by the EFL, which will be invested in communities up and down the country. 

Last month, Sky Bet unveiled a new 3D creative advertisement at Wembley Boxpark. The advertisement was located along Wembley Way, being visible to fans as they approached the stadium, and immediately displayed the name and colours of the winning team after the final whistle.

This was part of the campaign to celebrate the 10-year anniversary of Sky Bet’s partnership with the EFL.

The new extension will have an increased focus on responsible gambling. This will include a Memorandum of Understanding, which is set out to protect children and other potentially vulnerable people.

This Memorandum will include Sky Bet not actively marketing towards family areas, dedicating a portion of its inventory to promote safe gambling messages and funding a player education programme across the 72 clubs in the EFL.

Steve Birch, Sky Bet COO, said: “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."