Sky Bet seals betting partnership with Yorkshire cricket club
Operator named the club’s official betting and gaming partner as part of a three-year deal
Sky Betting & Gaming (SB&G) has signed a three-year deal to become the official betting and gaming partner of the Yorkshire County Cricket Club, it was announced yesterday.
The deal is understood to be operator’s first major deal outside of football and horseracing and will see its Sky Bet brand obtain new digital and branding opportunities.
The operator also said it expects the agreement to drive greater engagement with the supporters of Yorkshire County Cricket Club.
“Yorkshire has been our home ever since we were founded back in 2001 so we are thrilled to be backing our local team,” Richard Flint, SB&G’s CEO, said.
“It is an exciting time to get involved and we are looking forward to being part of Yorkshire’s continued success on and off the pitch.”
Sky Bet’s Mike Holinski with Adam Lyth, Jack Leaning, Gary Ballance and Andy Dawson of Yorkshire County Cricket Club
Andy Dawson, Yorkshire Cricket Club’s commercial director, added: “Sky Bet is one of the UK’s largest and most well-respected betting and gaming companies and their ability to innovate and push boundaries are important values we share.
“As one of the biggest employers in Leeds, Sky Bet continues to demonstrate a high level of corporate responsibility and, like us, are incredibly proud of their Yorkshire roots.”
News of the partnership comes after SB&G recently filed a formal application for a Malta sports betting licence as part of its preparation for launching in Germany later this year.
SB&G holds existing licences in the UK, Italy and Alderney and potential customers in Germany can sign up for updates on SkyBet.de ahead of a soft launch later this year.