By Tom Blackett
THE EFL and Sky Bet have announced a record fiveyear partnership that will see the sports gaming company continue as headline sponsor of the league until 2023/24.
The new agreement represents a 20 per cent year-on-year increase from 2019/20 on the current deal and will see the working relationship extended to 11 years, making it one of the longest and most significant partnerships in professional sport.
There will also be a new marketing campaign led by Sky Bet designed to help its customers stay in control and gamble safely.
The campaign argues that “When the fun stop...