The EFL will keep Flutter Entertainment’s Sky Bet as its title partner until the end of the 2028/29 season, with the five-year deal extension focusing more on responsible gambling.
A Memorandom of Understanding has been signed that will see Sky Bet “not actively market themselves or their products in family areas of club stadiums or advertise to young fans,” the league said.
The EFL will also dedicate a proportion of its central inventory to promote safer gambling messaging and support Sky Bet’s safer gambling campaigns as part of the MoU.
A third task of the MoU will see Sky Bet fund a player education programme across the EFL’s 72 clubs that will focus on gambling awareness and support and advice.
The EFL said the league and Sky Bet’s learnings will contribute to the sports sponsorship Code of Conduct, which is being developed as part of the UK government’s white paper on gambling reform.
Trevor Birch, EFL chief executive, said the white paper “highlighted the social responsibility measures that have accompanied our partnership."
Steve Birch, Sky Bet’s chief commercial officer, added the partnership “shows how responsible betting and gaming operators, and sporting organisations can work together to promote safer gambling and tackle the issue of gambling harm.”
