Sky Bet appoints M&C Saatchi Sport for Football League sponsorship

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Sky Bet, the UK’s fourth largest online sportsbook, has entrusted M&C Saatchi Sport and Entertainment to fast track its title sponsorship of the English Football League.

The event, digital and social media specialists, which has global offices in London and New York, will launch a campaign that demonstrates Sky Bet’s commitment to growing and reinvesting in the beautiful game. The Football League includes 72 teams from three football tiers, the Championship, League 1 and 2.

Sky Betting and Gaming Marketing Director, Rob Painter, commented: “The coming together of Sky Bet and the Football League gives us the perfect opportunity to engage with millions of football fans spanning 72 communities. We feel that the addition of M&C Saatchi Sport & Entertainment will help us achieve this goal in a truly compelling way and we look forward to working together.”

M&C Saatchi Sport and Entertainment Chief Executive Officer, Steve Martin, was quick to welcome the challenge. “Sky Bet is a brand that is really going places so it is a hugely exciting moment for us to be appointed following a rigorous pitch process. We are looking forward to implementing an integrated plan focused around a big, simple idea that we believe will deliver a step change for the brand – and we hope this will become the foundation of a long-lasting partnership.”

The company previously worked with O2 on their partnership with England Rugby during the RBS 6 Nations. Their clients also include the US Olympic Committee, Powerade and Adidas, sponsors and suppliers to some of the world’s top athletes and sports teams. Kicking off in time for the 2014/15 season, the group said activation will aim to inspire greater conversation and participation with Sky Bet’s title sponsorship.

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