Sky Bet and EFL have announced plans to extend their ongoing partnership by 5 more years. This will see the English Football League have Sky Bet with them in association till the end of the 2028/2029 season campaign. The current development builds further on the original establishment of 2013, now holding a record extension of 5 years.
EFL gains from this partnership in the form of a 50% increase in the rights fees, revenue, and support to achieve the objective of making all the clubs financially well off across the divisions. They will better sustain amid the volatile financial landscape, allowing fans to enjoy the ultimate experience of English Football.
Sky Bet is said to bring a total investment of £6 million. This translates to approximately £1 million for every season, approximately. Investments will be held in the Community Fund for the purpose of directing them to spread activities across Wales and England. It will help cover every area where the EFL is located or has its footprints firmly visible.
The new partnership between Sky Bet and EFL encompasses the responsibility of promoting a safer gambling experience. This means that both partners will make sure that the experience is socially viable to achieve the objectives that they have drawn to promote the product. Importantly, individuals at the risk of becoming extremely vulnerable and children will be prioritized for protection per terms of the Memorandum of Understanding.
Social responsibilities include:
Not marketing products and services in areas where families visit the most Promoting safer gambling messages by dedicating a proportion of the central inventory Funding a player education program for all 72 clubs to cover the dangers of indulging in gambling activities
Sky Bet is now the official Title Partner with the right to reward Golden Glove, Golden Boot, Player of the Month, and Goal of the Month, including Manager of the Month.
Trevor Birch, the Chief Executive Officer of EFL, has said that Sky Bet has been their valuable partner for more than a decade now, adding that investments from them help them to navigate the volatile financial landscape. Trevor has thanked Sky Bet on behalf of the clubs for the support that Sky Bet has given to the league.
According to the betting news, Steve Birch, the Chief Commercial Officer of Sky Bet, has expressed pride on behalf of the entire venture, stating that they are proud & delighted to have reached an agreement for supporting the game and providing investments to all the Clubs.
Steve has assured the community and relevant authorities that they are committed to offering a safer experience to players and tackling any issue that may arise in the form of gambling harm.
The extension of the decade-old partnership between Sky Bet and EFL follows the appointment of Darren Wassal at EFL as the Head of Youth Development. He comes with the experience of working as a Derby County Academy Director.