The five year contract extension will see SkyBet continue to sponsor the Championship, League One and League Two competitions, as well as enjoy licensing to broadcast live odds inside stadiums and live- stream 18 matches throughout the season.
The deal also saw responsible gambling commitments being forged. Both sides signed an MoU stating that SkyBet’s “When the fun stops. Stop” campaign will be clearly broadcasted across media channels, and all EFL players will wear a responsible gambling message on their sleeves patches.
“We believe the additional focus we and the League are both placing on responsible gambling will show that well run betting operators can play an active part in raising awareness of problem gambling,” said SkyBet CEO Richard Flint.
“By using our sponsorship and marketing capabilities to highlight how customers can gamble safely we hope to ensure that nothing gets in the way of people’s enjoyment of sport, definitely not betting.”
The contract comes at a positive time for SkyBet, and further cements its place at the heart of the UK market, SkyBet recently announced FY16/17 figures up 38% on the previous year and customer climbing 31%.
Flint also dismissed rumours of expanding through mergers and acquisitions, saying the firm had “no plans to participate in any consolidation.”
Source: GMB / iGaming Times