Sky Bet named new Football League sponsor
Five-year deal sees Alderney-licensed operator replace npower as sponsor of all three Football League divisions
Sky Bet is to become the new title sponsor of The Football League as part of a five-year deal to start from the 2013/2014 season.
The league competition, previously sponsored by npower, will now be named ‘The Sky Bet Football League’, with its three divisions being titled ‘The Sky Bet Championship’, ‘Sky Bet League 1’ and ‘Sky Bet League 2’.
The Football League had been forced to find a new title sponsor after B&Q pulled out of a deal in April and Sky Bet’s announcement comes just two weeks before the start of the new season.
Last year’s eGaming Review Operator of the Year said the deal is aimed at building awareness of its range of online and mobile betting services. A separate agreement will also see Sky Sports offer more live Football League matches after signing a new three year broadcasting rights agreement starting in 2015/2016.
Sky Bet managing director Richard Flint described the deal as “ground-breaking” and said it would help the operator engage with “millions” of football fans spanning all 72 league clubs.
“It was important for us that we are able to demonstrate our commitment to all Football League clubs and fans nationwide,” Flint said. “The strength of our technology supported by a trusted brand that is part of the fabric of football means we’re ideally placed to add to the match-day experience of fans.”
The Football League chairman Greg Clarke added that he was “delighted” to partner with Sky Bet. “This agreement takes our long-term partnership with Sky to a new level and provides a genuine boost to clubs ahead of the new season,” he added.
The deal is Sky Bet’s second football sponsorship in the space of the month after announcing it will be the official betting & gaming partner of Championship football club Leeds United for the 2013/14 season. Leeds United managing director David Haigh described Sky Bet at the time as “one of the most high profile, fastest growing brands within its sector.”
Sky Bet recorded strong growth in the third quarter of 2013 and is on course to post over £100m in full-year revenues. The company recently hired News International veteran Rob Painter as its managing director.