EFL AND SKY BET EXTEND DEAL...

THE EFL and Sky Bet have announced a record fiveyear partnership that will see the sports gaming company continue as headline sponsor of the league until 2023/24.

The new agreement represents a 20 per cent year-on-year increase from 2019/20 on the current deal and will see the working relationship extended to 11 years, making it one of the longest and most significant partnerships in professional sport.

There will also be a new marketing campaign led by Sky Bet designed to help its customers stay in control and gamble safely.

The campaign argues that “When the fun stops. Stop.” and will be prominent across online, print, radio and on TV, while sleeve patches worn by all EFL players will feature a responsible gambling message to illustrate both parties’ commitment to the cause.

EFL chief executive, Shaun Harvey, said: “This agreement represents the largest title sponsorship in EFL history and once again illustrates how our commercial operations are maximising the revenue opportunities and exposure for the EFL and its Clubs.

“Sky Bet has been a significant and valued partner since first sponsoring the EFL in 2013/14.

“They have helped support the growth of the EFL and its competitions and I would like to thank Sky Bet, not only for their efforts in the partnership to date, but also for their vision and foresight during the negotiation phase.

“I am delighted an agreement has been reached.”