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Sky Bet extends English Football League sponsorship offer
17 November 2017
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Sky Bet has extended its multi-million pound sponsorship handle the yohaig code English Football League up until the summer of 2024.
The gambling operation is the headline sponsor for the Championship, League One and League Two football departments.
It gets its logo on shirts, and rights for "Bet and Watch" for some matches.
Sky Bet says it will attempt to discourage problem gambling through messaging on shirts, which clubs will benefit through more cash.
The deal, which is worth 10s of millions of pounds, has actually remained in place because 2013.
Sky Bet stated it would be paying 20% more than it has actually done so far to extend the arrangement from 2019 to 2024.
this promotion code will make the 11-year bet9ja's welcome offer one of the longest in professional sport, the firm said.
The Leeds-based operation, that includes sites such as Sky Vegas and Sky Bingo, is owned by personal equity group CVC Capital Partners, external. Broadcaster Sky holds a 20% stake in the firm.
The wagering industry has been under increasing scrutiny from the federal government, and from the regulator, the Gambling Commission.
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Earlier this year the Football Association, English football's governing body, revealed it would end sponsorship handle gaming companies.
However, competition organisers, and the clubs themselves, are free to take sponsorship from betting companies.
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The cash from the Sky Bet offer will be divided amongst the 72 clubs in the English Football League, which covers the 3 departments listed below the Premier League.
The president of Sky Bet, Richard Flint informed the BBC's Get up to Money podcast that the English Football League used the profits produced to assist them run their everyday operations.
He said: "Without sponsorship from the betting market there aren't a variety of sponsors happy to get included in football."
However, there are worries that increasing numbers of young fans are being exposed to betting adverts.
Among the yohaig code findings of the BBC's annual Price of Football study was that more young football fans wager on games than play the sport.
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About 95% of TV advertisement breaks in live football matches function at least one betting advert, the BBC discovered in October.
In some matches, 40% of the adverts were for gaming.
Mr Flint informed the BBC that Sky Bet and the English Football League were actively promoting awareness about issue betting as part of the "When the fun stops. Stop" project.
"From the play offs and consisting of next season every t-shirt will have an accountable gaming message on the t-shirt sleeve and we're connecting that into an accountable gambling campaign beginning today, which consists of a television advert and boundary boards at EFL video games," he stated
The "When the fun stops. Stop" campaign is by the Senet Group, which was developed in 2014 by some of Britain's leading bookmakers in response to public concerns about betting and gambling addiction.
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The head of the GambleAware charity, Marc Etches, said that while it invited a dedication to do more to promote much safer betting, "the messaging needs to be a lot more specific about the risk included than what the betting industry currently proposes".
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