Sky Bet details new Football League sponsorship deal

Sky Bet details new Football League sponsorship deal

Wednesday, December 23, 2015 Totally Gaming
Sky Bet's Richard Flint with Football League chief executive Shaun Harvey

Online betting operator Sky Bet has agreed a deal to extend its title sponsorship of The Football League for another three seasons.

The agreement, which will run from 2016-17 until 2018-19, is to deliver increased revenue to the 72 clubs in England’s second, third and fourth tiers, according to the two organisations.

Sky Bet became sponsor of the Championship, League One and League two in 2013, and will see its name added to the Sky Bet Play-Offs end-of-season promotion competition from next season.

“Over the last couple of seasons we’ve loved working with the League, its clubs and the fans, and so are delighted to extend Sky Bet’s sponsorship,” Sky Bet chief executive Richard Flint said. “We are proud to continue our investment in such a fantastic competition and look forward to making betting better for football fans.” 

The extension of the deal comes nine months after Sky Betting and Gaming was acquired by investment group CVC Capital Partners, the former owner of William Hill, for a consideration of up to £800m (€1.09bn/$1.19bn). The new owners have since then conducted a business review, which led to the closure of the company's social gaming venture in September.

Previous sponsors of The Football League - which will be rebranded as the English Football League in 2016 - include energy firm nPower and beverage group Coca-Cola.

Football League chief executive Shaun Harvey added: "At a time when The Football League is very much focused on its future, which includes our imminent re-branding to the EFL, it is a great encouragement to see Sky Bet putting their continued faith in our competition and our clubs.

"This is an excellent way to end an outstanding year of league football and, on behalf of clubs, I would like to offer my appreciation to Sky Bet for their continued commitment."

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