Sky Bet Extends EFL Partnership for Five More Years with £6 Million Community Fund

Sky Bet has extended its partnership with the English Football League (EFL) for another five years, ensuring its role as the League’s title partner until the end of the 2028/29 campaign. This extension builds on a decade-long collaboration between the two entities, marking one of the longest and most significant partnerships in UK professional sport.

The new agreement includes a 50% increase in rights fees from Sky Bet, providing substantial revenue for EFL Clubs and supporting the League’s goal of achieving financial sustainability across all divisions. Additionally, Sky Bet will invest £1 million per season, totaling £6 million, into a Community Fund. This fund will be managed by the EFL and allocated to communities across England and Wales where EFL Clubs are based.

The Community Fund will be utilized through the EFL Trust and the network of Club Community Organisations (CCOs). The initiatives will be mutually agreed upon by Sky Bet and the EFL, focusing on delivering activities that benefit the communities. The Memorandum of Understanding (MoU) between Sky Bet and the EFL emphasizes the protection of children and vulnerable individuals, with both parties renewing their commitment to promoting safer gambling. Key points in the MoU include Sky Bet’s agreement not to market their products in family areas of club stadiums or advertise to young fans. The EFL will dedicate a portion of its central inventory to promote safer gambling messaging and support Sky Bet’s campaigns. Sky Bet will also fund a player education programme across the EFL’s 72 clubs, focusing on the dangers of gambling and providing support and advice. Both organizations will share insights and learnings with government bodies, other sports, and sector stakeholders to inform the new sports sponsorship Code of Conduct, developed in line with the Gambling Act Review White Paper’s proposals. As part of the agreement, Sky Bet will continue as the Official Title Partner of the Sky Bet EFL and Sky Bet Play-Offs worldwide. Additionally, Sky Bet will have the rights to award the official Manager, Player, and Goal of the Month awards, as well as the seasonal ‘Golden Boot’ and ‘Golden Glove’ awards in each division.