Sky Bet extends English Football League sponsorship offer
17 November 2017
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Sky Bet has extended its multi-million pound sponsorship deal with the English Football League up until the summer of 2024.
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The gambling operation is the heading sponsor for the Championship, League One and League Two football departments.
It gets its logo design on t-shirts, and rights for "Bet and Watch" for some matches.
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Sky Bet says it will try to prevent problem betting through messaging on shirts, which clubs will benefit through more money.
The deal, which is worth 10s of countless pounds, has been in location since 2013.
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Sky Bet stated it would be paying 20% more than it has done so far to extend the agreement from 2019 to 2024.
This will make the 11-year deal among the longest in professional sport, the firm said.
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The Leeds-based operation, which includes websites such as Sky Vegas and Sky Bingo, is owned by private equity group CVC Capital Partners, external. Broadcaster Sky holds a 20% stake in the company.
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The has actually been under increasing examination from the government, and from the regulator, the Gambling Commission.
Earlier this year the Football Association, English football's governing body, revealed it would end sponsorship handle gaming firms.
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However, competitors organisers, and the clubs themselves, are complimentary to take sponsorship from gambling companies.
The cash from the Sky Bet bet9ja's welcome offer will be divided among the 72 clubs in the English Football League, which covers the three departments below the Premier League.
The primary executive of Sky Bet, Richard Flint informed the BBC's Awaken to Money podcast that the English Football League used the profits produced to help them run their daily operations.
He said: "Without sponsorship from the wagering market there aren't a variety of sponsors happy to get included in football."
However, there are worries that increasing varieties of young fans are being exposed to betting adverts.
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Among the findings of the BBC's yearly Price of Football survey was that more young football fans wager on games than play the sport.
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About 95% of TV ad breaks in live football matches feature at least one gambling advert, the BBC found in October.
In some matches, 40% of the adverts were for gaming.
Mr Flint told the BBC that Sky Bet and the English Football League were actively promoting awareness about issue gambling as part of the "When the fun stops. Stop" campaign.
"From the play offs and including next season every shirt will have a responsible betting message on the t-shirt sleeve and we're connecting that into an accountable gambling campaign beginning today, that includes a television advert and perimeter boards at EFL games," he stated
The "When the enjoyable stops. Stop" campaign is orchestrated by the Senet Group, which was developed in 2014 by some of Britain's leading bookies in reaction to public concerns about betting and gambling dependency.
The head of the GambleAware charity, Marc Etches, said that while it welcomed a dedication to do more to promote much safer betting, "the messaging requires to be far more explicit about the danger included than what the betting market currently proposes".
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Sky Bet Extends English Football League Sponsorship Deal
salvatoreamess edited this page 2025-10-21 16:53:23 +00:00