The English Football League (EFL), the oldest soccer organization in the world, renewed its partnership with British gambling company Sky Bet. The length of the renewal is five years through the 2028-29 EFL season. The two have one of the longest-running U.K. sports partnership agreements, with the first deal signed in 2013.
In a release announcing the deal, Sky Bet will increase its rights fee 50 percent and said it is “providing significant revenues for EFL Clubs and support for the league’s objective to make clubs financially sustainable across all divisions.”
“I’m extremely proud of Sky Bet’s ongoing partnership with the EFL and delighted to have reached today’s agreement,” Steve Birch, Sky Bet chief commercial officer, said in the release. “Football is central to who we are and it’s great to be able to support the game and provide investment for clubs across the Pyramid.”
Also in the deal, Sky Bet pledged $1.2 million per season and $7.5 million in total into a community fund held by the EFL. That money will be invested into communities across England and Wales where EFL Clubs are located. The money will go to mutually agreed upon community organizations.
“I’m particularly delighted that we can go one step further today with the announcement of our Sky Bet EFL community fund, seeking to make a real difference for people across England and Wales,” Birch said.
“We have consistently seen our partnership evolve to move with the times and with community at the heart of the EFL, a new community investment fund is perfectly aligned and will help strengthen the partnership’s commitment to social responsibility,” Trevor Birch, EFL CEO, said in the release.
The agreement’s foundation is a Memorandum of Understanding (MOU) between the two that will satisfy joint objectives “in a socially responsible way,” according to the press release.
There are several goals in the MOU, including protecting children from gambling. Some of the other provisions include, “Sky Bet will not actively market themselves or their products in family areas of club stadiums or advertise to young fans.” The two also agreed to a series of responsible gambling initiatives, including a player education program and a Code of Conduct.
“For over a decade, Sky Bet has been a valuable partner for EFL Clubs, offering sustained investment to help clubs navigate a volatile financial landscape and ensure fans can enjoy fantastic footballing entertainment in every corner of the country,” Birch said.
