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 deal with the English Football League up until the summertime of 2024.
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The gaming operation is the heading sponsor for the Championship, League One and League Two football divisions.

It gets its logo design on t-shirts, and rights for "Bet and Watch" for some matches.

Sky Bet says it will try to discourage problem gambling through messaging on t-shirts, and that clubs will benefit through more money.

The deal, which deserves 10s of countless pounds, has been in place since 2013.

Sky Bet stated 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 deal among the longest in professional sport, the company said.

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 industry has actually been under increasing examination from the government, and from the regulator, the Gambling Commission.

Earlier this year the Football Association, English football's governing body, revealed it would end sponsorship handle gambling companies.

However, competitors organisers, and the clubs themselves, are free to take sponsorship from gambling companies.

The cash from the Sky Bet deal will be divided amongst the 72 clubs in the yohaig code English Football League, which covers the 3 departments below the .

The primary executive of Sky Bet, Richard Flint told the BBC's Get up to Money podcast that the English Football League used the profits created to help them run their day-to-day operations.

He said: "Without sponsorship from the betting industry there aren't a fantastic number of sponsors going to get associated with football."

However, there are fears that increasing numbers of young fans are being exposed to gambling adverts.

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

About 95% of TV ad breaks in live football matches function at least one gambling advert, the BBC found 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 gambling as part of the "When the enjoyable stops. Stop" campaign.
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"From the play offs and consisting of next season every t-shirt will have an accountable gambling message on the shirt sleeve and we're connecting that into an accountable gambling project beginning today, that includes a TV advert and perimeter boards at EFL games," he stated

The "When the fun stops. Stop" campaign is orchestrated by the Senet Group, which was developed in 2014 by a few of Britain's leading bookies in action to public issues about betting and betting dependency.
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The head of the GambleAware charity, Marc Etches, stated that while it invited a dedication to do more to promote safer betting, "the messaging needs to be much more explicit about the danger included than what the gambling market currently proposes".
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