Premier League sponsorships: Can 'provocative action’ be taken on responsible partnerships?

Spotlight powers Sky Bet football content for 23/24 campaign

Sky Betting and Gaming (Sky Bet) is making further use of its partnership with Spotlight Sports Group (SSG) as the Premier League 2023/24 season looms.

The sports betting media and content supplier has developed a ‘fully managed betting content hub’ for the Flutter Entertainment sportsbook brand, with the specific goal of supporting Sky Bet’s Fan Hope survey.

SSG has a history of working with Sky Bet on football projects, in which the duo first launched a content hub in July last year ahead of the 2022/23 campaign, whilst also cooperating on content production during the FIFA World Cup.

Barney Wilcock, Senior Content Strategy Manager, Sky Bet, said: “Last year’s hub enabled us to effectively retain our audience for the start of the new football season and into the crucial World Cup year and we’re expecting that to continue into the 23/24 season. 

“We know our users love interacting with the content hub and SSG has yet again gone above and beyond to deliver an excellent customer experience.”

In line with the theme of Sky Bet’s Fan Survey, the 2023/24 edition of SSG’s football content hub will focus on ‘giving fans the opportunity to have their say’ on footballing topics and their clubs.

Users can agree or disagree with topical football stories, with an additional feature allowing customers to select league winners in the Premier League and EFL – the latter having kicked off last weekend – and add these choices directly to a betslip and with the option to share a personalised graphic on Twitter.

The partners have a two phased launch plan for the 2023/24 content hub. The first phase will go live in mid-July and the second after the season’s first international break, in order to keep content and the user experience ‘fresh’.

SSG’s Head of UK and Ireland B2B Sales, Daniel Smith, added: “I’m delighted that Sky Betting and Gaming has once again trusted our team to bring their annual Fan Hope survey to life through our industry-leading content hubs. 

“Last year’s edition was the first of its kind and I’m delighted to say that this year’s version has taken a gigantic step forward. We are confident that this is the best hub we’ve delivered so far and can’t wait to see how the Sky Betting and Gaming audience enjoys it.

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