Sky Bet and EFL Join Forces to Create a Safe Gambling Environment

In a significant move, Sky Bet has announced a five-year extension of its collaboration with the English Football League (EFL). This partnership solidifies Sky Bet’s position as the league’s primary associate in sports betting and gaming. After a successful decade of cooperation, the renewed agreement will witness a 50% increase in rights fees for Sky Bet, benefiting EFL clubs and creating a financially stable environment.

Sky Bet EFL Partnership:

Financial Support and Community Engagement: Under the mutually agreed terms, Sky Bet will invest €1 million per season and contribute €6 million to the EFL community fund. The latter will be distributed to communities throughout England and Wales via the EFL Trust and Club Community Organizations (CCOs). This substantial investment aims to provide necessary resources for community development and support EFL clubs.

Commitment to Responsible Gambling: Both Sky Bet and the EFL remain committed to prioritizing the safety of gamblers, particularly young individuals susceptible to harmful practices. A forthcoming Memorandum of Understanding (MOU) will outline measures to safeguard youngsters and prevent predatory behaviors. The MOU will restrict Sky Bet from conducting promotional activities in stadiums or targeting young enthusiasts, while the EFL will utilize its core inventory for gambling-related awareness programs. Sky Bet will also fund a player education program to protect gamblers from the dangers of excessive gambling. Additionally, both entities will actively engage with the government and sports bodies regarding the Gambling Act Review White Paper’s proposed recommendations.

Global Title Partnership and Recognition: Sky Bet will continue as the official title partner on a global scale. The company will have the privilege of presenting awards such as Manager of the Month, Player and Goal of the Month, Golden Boot, and Golden Glove. Trevor Birch, Chief Executive of the EFL, believes that the ongoing collaboration with Sky Bet will enhance the sporting arena and foster a safer gambling environment.

Promoting Organization and Responsible Gambling: Steve Birch, Chief Commercial Officer of Sky Bet, expresses his satisfaction with the partnership, emphasizing the invaluable benefits it brings in terms of creating a well-regulated and controlled gambling atmosphere. He highlights the significance of the funds dedicated to protecting the interests of gamblers and acknowledges the positive impact this investment will have.

In a significant move, Sky Bet has announced a five-year extension of its collaboration with the English Football League (EFL). This partnership solidifies Sky Bet’s position as the league’s primary associate in sports betting and gaming, marking a new era of cooperation. After a successful decade of working together, the renewed agreement will witness a substantial 50% increase in rights fees for Sky Bet. This development is set to immensely benefit EFL clubs and create a financially stable environment for all stakeholders involved in the league.

Financial Support and Community Engagement:

Under the mutually agreed terms, Sky Bet has committed to making a significant investment of €1 million per season. This investment will provide crucial financial backing to support EFL clubs, ensuring they have the resources needed to thrive and compete at the highest level. In addition, Sky Bet will contribute €6 million to the EFL community fund, which will be distributed to communities throughout England and Wales. These funds will be utilized through the EFL Trust and Club Community Organizations (CCOs), promoting community development and initiatives in various regions.

Commitment to Responsible Gambling:

Both Sky Bet and the EFL remain unwavering in their commitment to prioritizing the safety and well-being of gamblers, particularly focusing on protecting young individuals who may be more vulnerable to the risks associated with gambling. To reinforce their dedication, a forthcoming Memorandum of Understanding (MOU) will be established. The MOU will outline comprehensive measures and guidelines to ensure the safeguarding of youngsters and prevent predatory practices.

As part of the MOU, Sky Bet will refrain from conducting promotional activities within stadiums or targeting young enthusiasts. Instead, the EFL will leverage its core inventory to raise awareness about responsible gambling. Sky Bet will also contribute funding to a player education program designed to educate and safeguard gamblers from the perils of excessive gambling. Furthermore, both entities will actively engage with the government and sports bodies to address and implement recommendations from the Gambling Act Review White Paper.

Global Title Partnership and Recognition:

Sky Bet will continue as the official title partner on a global scale. This prestigious status allows Sky Bet to present several coveted awards, including the Manager of the Month, Player and Goal of the Month, Golden Boot, and Golden Glove. This recognition further solidifies Sky Bet’s commitment to the EFL and the wider sporting community.

The Vision for a Safer Environment:

Trevor Birch, Chief Executive of the EFL, expressed his optimism about the ongoing collaboration with Sky Bet, emphasizing the positive impact it will have on the sporting arena. Birch believes that by working together, they can create a safer gambling environment and ensure the well-being of all individuals involved.

Steve Birch, Chief Commercial Officer of Sky Bet, also spoke highly of the partnership, stating that it is proving to be invaluable in establishing a well-regulated and controlled gambling atmosphere. He emphasized the significance of the funds dedicated to protecting the interests of gamblers and highlighted the positive impact this investment will have.

Conclusion: The extension of the partnership between Sky Bet and the EFL marks a crucial milestone for the gambling and sporting industries in the UK. This collaboration will not only contribute to the financial stability of EFL clubs but also prioritize responsible gambling practices and the safety of vulnerable individuals. By fostering awareness, community support, and cooperation with regulatory bodies, Sky Bet and the EFL aim to create a safer and more enjoyable gambling experience for all.