Sky Bet puts responsible gambling at heart of new EFL sponsorship deal

Five-year agreement will see responsible gambling messages on every club shirt as operator also launches new marketing campaign

Sky Betting & Gaming (SB&G) has secured a five-year extension to its sponsorship of the English Football League (EFL), coinciding with the launch of a new responsible gambling marketing campaign. The new EFL agreement represents a 20% year-on-year increase from 2019-20 on the current deal and will see the operator’s flagship Sky Bet brand maintain…

Marketing | Responsible gambling | Richard Flint | Sky Bet | Sky Sports