Responsible gambling the focus in new five year Sky Bet and EFL deal

Sky Bet has announced a new five-year headline sponsorship deal with the English Football League (EFL), strengthening its responsible gambling strategy in the process.

The deal, which will run until the culmination of the 2023/24 season, will represent a 20% year on year increase from 2019/20 on the current deal.

Richard Flint

Richard Flint, CEO of Sky Betting and Gaming, said: “We’re delighted to sign this new deal with the EFL, and believe the additional focus we, and the League, are both placing on responsible gambling will show that well run betting operators can play an active part in raising awareness of problem gambling.

“By using our sponsorship and marketing capabilities to highlight how customers can gamble safely, we hope to ensure that nothing gets in the way of people’s enjoyment of the sport, definitely not betting.”

At the heart of the deal is an emphasis placed on responsible gambling, with all 72 EFL clubs due to carry responsible gambling messages on their shirts.

In addition, a new marketing campaign is due to be launched, arguing that “nothing should get in the way or our enjoyment of sport, definitely not betting,” with an overall aim of ensuring customers gamble safely.

The campaign features a new television advert, due to air for the first time during this weekend’s Premier League and EFL coverage on Sky Sports, featuring presenter Jeff Stelling and the well-known strapline “when the fun stops, stop.”

Suitably supported by a digital and social media campaign, content has been designed to raise awareness of the deposit limit, cool off and self-exclusion responsible gambling tools available to Sky Bet customers.

Rob Painter

Rob Painter, Brand and People Director at Sky Betting and Gaming, added: “Obviously tackling gambling-related harm goes beyond raising awareness of responsible gambling tools, but we felt it was important that we put our marketing and sponsorship expertise behind our efforts to help our customers gamble safely.

“I’m proud that we’ve put responsible gambling at the heart of all aspects of our marketing strategy.”

It is thought that over a million people will have seen some aspect of the campaign in its opening weekend, with content due to feature across national print, radio, Facebook, Twitter, the Sky Bet website, in the Sky Bet App and in emails to Sky Bet customers.

In addition Sky Bet is also due to promote the message in all EFL match days programmes this weekend, and on LEDS boards in grounds throughout the country.

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