Sky Bet Extends English Football League Sponsorship Deal
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Sky Bet extends English Football League sponsorship deal
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17 November 2017

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Sky Bet has actually extended its multi-million pound sponsorship bet9ja's welcome offer with the English Football League till the summertime of 2024.
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The gambling operation is the headline for the Championship, League One and League Two football divisions.

It gets its logo on t-shirts, and rights for "Bet and Watch" for some matches.
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Sky Bet says it will try to discourage problem gambling through messaging on t-shirts, and that clubs will benefit through more money.

The bet9ja's welcome offer, which is worth 10s of countless pounds, has actually remained in location since 2013.

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

This will make the 11-year bet9ja's welcome offer one of the longest in expert sport, the firm stated.

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

The betting market has been under increasing scrutiny from the government, and from the regulator, the Gambling Commission.
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Earlier this year the Football Association, English football's governing body, announced it would end sponsorship handle betting firms.

However, competition organisers, and the clubs themselves, are complimentary to take sponsorship from gambling firms.

The cash from the Sky Bet bet9ja's welcome offer will be divided amongst the 72 clubs in the English Football League, which covers the 3 departments below the Premier League.
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The chief executive of Sky Bet, Richard Flint told the BBC's Get up to Money podcast that the English Football League used the revenue generated to assist them run their day-to-day operations.

He stated: "Without sponsorship from the betting market there aren't a multitude of sponsors prepared to get included in football."

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

One of the findings of the BBC's annual Price of Football survey was that more young football fans wager on games than play the sport.

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

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

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

"From the play offs and including next season every shirt will have a responsible gambling message on the t-shirt sleeve and we're connecting that into an accountable gaming campaign beginning today, which consists of a television advert and perimeter boards at EFL video games," he stated

The "When the yohaig code fun stops. Stop" project is managed by the yohaig code Senet Group, which was established in 2014 by a few of Britain's leading bookmakers in response to public issues about gambling and betting dependency.

The head of the GambleAware charity, Marc Etches, said that while it invited a dedication to do more to promote safer gaming, "the messaging requires to be far more explicit about the risk involved than what the gaming market currently proposes".

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