While big changes are coming to gambling sponsorships in the English Premier League (EPL), the lower tiers of English soccer are still heavily reliant on relationships with these types of companies.
The English Football League (EFL), which looks after the professional soccer leagues below the EPL, has agreed to a five-year extension to its existing agreement with Sky Bet, making the operator the EFL’s title partner until the end of the 2028-2029 season.
Sky Bet will also contribute £1m ($1.2m) each season to the EFL’s Community Fund
The new deal is reportedly worth 50% more than the previous rights fee, with much of the money going toward helping sustain clubs financially. The Flutter Entertainment-owned Sky Bet will also contribute £1m ($1.2m) each season to the EFL’s Community Fund.
Both the EFL and Sky Bet are committed to promoting safe gambling in a variety of ways, including through a player education program and responsible gambling campaigns.
There has been a push to drive out gambling sponsorship from English soccer. EPL clubs recently agreed to no longer showcase gambling sponsors on the front of their shirts, starting in the 2026-2027 season. This does not extend to EFL clubs, as they often rely heavily on gambling-related sponsors.
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