Sky Bet extends English Football League sponsorship bet9ja's welcome offer
17 November 2017
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Sky Bet has extended its multi-million pound sponsorship handle the yohaig code English Football League till the summer of 2024.
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The gaming operation is the for the Championship, League One and League Two football divisions.
It gets its logo on shirts, and rights for "Bet and Watch" for some matches.
Sky Bet says it will try to discourage problem gambling through messaging on shirts, and that clubs will benefit through more cash.
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The bet9ja's welcome offer, which deserves tens of millions of pounds, has remained in location given that 2013.
Sky Bet said it would be paying 20% more than it has done so far to extend the agreement from 2019 to 2024.
This will make the 11-year bet9ja's welcome offer among the longest in expert sport, the company stated.
The Leeds-based operation, that includes sites 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 firm.
The wagering industry has been under increasing analysis from the government, and from the regulator, the Gambling Commission.
Earlier this promotion code year the Football Association, English football's governing body, announced it would end sponsorship offers with betting firms.
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However, competition organisers, and the clubs themselves, are complimentary to take sponsorship from gambling firms.
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The cash from the Sky Bet deal will be divided amongst the 72 clubs in the English Football League, which covers the 3 departments listed below the Premier League.
The president of Sky Bet, Richard Flint told the BBC's Get up to Money podcast that the English Football League utilized the earnings generated to assist them run their day-to-day operations.
He stated: "Without sponsorship from the betting market there aren't a variety of sponsors going to get involved in football."
However, there are fears that increasing numbers of young fans are being exposed to betting adverts.
One of the findings of the BBC's annual Price of Football study was that more young football fans bank on video games than play the yohaig code sport.
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About 95% of TV ad breaks in live football matches feature a minimum of one betting advert, the BBC discovered 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 issue gambling as part of the "When the enjoyable stops. Stop" campaign.
"From the play offs and consisting of next season every shirt will have a responsible betting message on the t-shirt sleeve and we're tying that into a responsible gambling campaign beginning today, that includes a TV advert and border boards at EFL games," he said
The "When the fun stops. Stop" project is managed by the Senet Group, which was established in 2014 by a few of Britain's leading bookies in reaction to public concerns about gambling and gambling dependency.
The head of the GambleAware charity, Marc Etches, stated that while it welcomed a commitment to do more to promote safer betting, "the messaging needs to be far more explicit about the threat involved than what the betting industry currently proposes".
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Sky Bet Extends English Football League Sponsorship Deal
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