The sponsorship arrangement between online casino and sports betting operator Sky Betting & Gambling and the English Football League is the biggest in the league’s whole history. Since their initial sponsorship arrangement began during the 2013/14 season, the gaming firm owned by Flutter Entertainment has been a vital partner of the EFL. 

Since then, the two parties have provided substantial support for one another. Steve Birch, chief commercial officer of Sky Betting & Gaming, talked about the company’s imminent 10-year milestone.

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Sports Betting and Casino Firm HoldsMassive Sense of Pride

In anticipation of Sky Bet’s tenth straight season as title sponsor of the English Football League, Birch underlined the company’s “enormous feeling of pride.” He referred to the association as “one of the longest and most important in professional sport” for the brand that became the most popular betting brand in the United Kingdom. 

Over the years, the sponsorship relationship went even further, aiding a number of EFL teams, teaching coaches and players, and enhancing the protection of clients at risk for problem gambling.

The agreement is based on a “clear memorandum of understanding” that was agreed upon by both sides. The agreement outlined the manner in which the firms’ shared goals should be achieved while preserving the idea of social responsibility. The same MoU helped establish the foundation that allows Sky Bet to connect millions of EFL fans with clubs, players, and communities that share their enthusiasm for the sport.

Collaboration of TalkBanStop & EPIC Risk Management

Wembley Stadium is preparing to return to its full capacity for the next season, after the removal of all limitations imposed during the epidemic. In May, about 200,000 soccer fans attended three finals at the stadium. Simultaneously, attendance in EFL finals and play-offs and viewership of the same events came close to setting new records.

Therefore, Sky Bet was “delighted” to have access to its “biggest sponsorship portfolio.” The corporation has allocated more than 70 percent of its inventory to the “Take Time to Think” promotion, which encourages safer gaming. The same resources were allocated to efforts that urged users to establish deposit limits and utilize comparable tools for responsible gaming.

This next season, the two organizations want to continue their safer gambling strategy through the “Take Time to Think” campaign, with enhanced LED advertising boards and new badges for all 72 EFL teams. 

The badges will be used to promote the same campaign as the large-screen advertisements that will be assigned to Sky Bet. Birch also discussed the company’s connection with EPIC Risk Management as a consequence of the EFL’s continued engagement. EPIC is a leading independent consulting business in the United Kingdom that focuses on the reduction of gambling-related damages. Sky Bet has a £1 million ($1.2 million) contract that spans many years. The agreement emphasizes educating players and club employees about the hazards connected with compulsive gambling.

Sky Bet intends to continue raising awareness of “TalkBanStop.” This is a cooperation between Gamban, GamCare, and GamStop that combines a number of tools with sophisticated assistance to aid vulnerable players, assist them in quitting gambling, and begin their recovery journeys. The program is backed by the Gambling Commission and utilizes self-exclusion and blocking software. Spotlight Sports Group announced a new relationship with Sky Bet for the creation, hosting, and management of a microsite at the start of July.

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