Sky Betting and Gaming CCO lifts lid on new EFL safer gambling strategy

Sky Bet will switch to a more consumer-relevant approach to promote its safer gambling tools as it enters its second decade of partnership with the English Football League (EFL).

Sky Bet has been the title sponsor of the second, third and fourth tiers of English football since the 2013-14 season.

The operator signed a five-year extension in June with new commitments to safer gambling, which will include not actively marketing itself or product in family designated areas of stadiums or advertising to young fans.

In previous seasons, the Flutter Entertainment-owned operator has advertised on shirt sleeves and on the perimeter of stadiums to promote its messages.

But as the new season gets underway, Sky Betting and Gaming chief commercial officer Steve Birch has said the firm will now look to produce more relevant ads inside stadiums following talks with academics and consultants.

This will include highlighting the number of Sky Bet customers in the area who have signed up to its safer gambling tools.

Flutter has set a target of 75% of Sky Bet’s customers using the tools by 2030, with the number currently sitting at 50%.

Birch commented that last season’s Championship play-off final between Luton Town and Coventry City saw perimeter advertising hoardings display the message that “more than 1 million people have now signed up to our safer gambling tools at Sky Bet – enough to fill 11 Wembleys”.

He said: “We have historically used perimeter advertising and sleeve badges on shirts to promote safer gambling, and we’ve also used our inventory to raise awareness of industry safer gambling campaigns such as ‘Take Time to Think’.

“But from the discussions we have with academics and leading consultants, in areas such as behavioural science, we felt we should make the messaging more relevant to people in the stadia or sporting arena where they see it.

“And it’s a theme we intend to build on as the season progresses, be it signs at Hillsborough about the number of Sky Bet customers who have signed up in Sheffield or other grounds with LED perimeter boards across the EFL.”

Birch said the new strategy showed the operator’s commitment to responsible gambling and external work with third parties to improve customer safety.

“Our latest approach is just the latest example of safer gambling being more than just words to us at Sky Bet. It’s a key priority for our business and we are constantly seeking to use our tech and data to put the right protections in place – and to ensure our marketing campaigns are as impactful and effective as possible.

“We know that for the vast majority going to watch their favourite EFL team – or just enjoying a game on the TV – a flutter on the football is harmless fun. But we’re absolutely committed to making sure we do all we can to protect those who may be at risk of harm.”

Alongside the safer gambling announcement, Flutter confirmed it has become the latest member of WiHTL, that look to increase diversity and inclusion in the hospitality, travel and leisure industry.

Flutter will also sponsor WiHTL’s Women Non-Executive Director (NED) Programme, while CFO Paul Edgecliffe-Johnson will become a founding member of WiHTL’s CFO Committee.

Edgecliffe-Johnson said: “We are delighted to be joining WiHTL and sponsoring the Women Non-Executive Director Programme. Diversity at all levels of an organisation, starting with the board, is essential for long-term business success and very important to Flutter.

“Equipping future potential NEDs with the knowledge and skills to take on these important roles is key to their development and is central to building a more inclusive boardroom.”