The English Football League (EFL) and Sky Bet have recently announced a five-year extension of their partnership, solidifying their commitment to promoting responsible gambling practices and community investment. This renewed collaboration brings forth exciting initiatives that prioritize the well-being of vulnerable individuals and aim to enhance the football experience for fans across the country.
Community Investment: Empowering Nationwide Initiatives
Under the extended partnership, Sky Bet will contribute £1 million annually to the EFL’s Community Fund, supporting a range of initiatives that benefit communities nationwide. This significant investment underscores both organizations’ dedication to making a positive impact beyond the football pitch and strengthening community ties. The funds will be utilized for various projects, fostering positive change and leaving a lasting legacy in local areas.
Innovative Advertising: Celebrating a Decade of Partnership
To mark their ten-year anniversary, Sky Bet unveiled an innovative 3D creative advertisement at Wembley Boxpark. Positioned along Wembley Way, this engaging display prominently showcased the winning team’s name and colors after matches, creating an electric atmosphere for supporters as they approached the stadium. This visually captivating approach exemplified the harmonious synergy between Sky Bet and the EFL, captivating fans and adding to the excitement of matchdays.
Responsible Gambling: Placing Safety First
Responsible gambling practices are now at the forefront of the EFL and Sky Bet partnership. A Memorandum of Understanding will be established to ensure the protection of vulnerable individuals, including children. The agreement will outline specific measures, such as restricting marketing efforts towards family areas, dedicating a portion of advertising inventory to promote safe gambling messages, and implementing a player education program across all 72 EFL clubs. By prioritizing responsible gambling, the EFL and Sky Bet strive to create a safe and enjoyable football experience for all fans.
Steve Birch’s Perspective: Investing in Football Clubs and Responsible Gambling
Steve Birch, the COO of Sky Bet, expressed his pride in the ongoing partnership and emphasized the importance of supporting football clubs at all levels. Recognizing the integral role football plays in their brand identity, Sky Bet is committed to investing in the game while fostering responsible gambling practices. This approach aligns with their mission to create a sustainable and socially responsible football environment.
The extended partnership between the EFL and Sky Bet signifies a significant milestone in their collaboration. With a renewed focus on responsible gambling practices and community investment, both organizations are dedicated to promoting a safe and enjoyable football experience for fans across the nation. By working together, they aim to create a sustainable future that prioritizes the well-being of vulnerable individuals, educates players on responsible gambling, and supports local communities. This partnership exemplifies their shared values and commitment to fostering a positive football environment that benefits all stakeholders involved.