Sky Bet and EFL Continue Partnership

This renewal is the culmination of a decade-long working relationship. Sky Bet's rights price has increased by 50 percent.

Sky Bet and EFL Continue Partnership

Sky Bet has agreed to extend its collaboration with the English Football League (EFL) for a record five years, through the conclusion of the 2028-29 season.

This renewal is the culmination of a decade-long working relationship. Sky Bet's rights price has increased by 50 percent. The League hopes that this will help all teams become "financially sustainable" by generating "significant revenues for EFL clubs."

In addition, Sky Bet will contribute £1 million every season, for a total of £6 million, to a Community Fund managed by the EFL and used to benefit areas in which EFL clubs are based in England and Wales.

The money will be utilised by the EFL Trust and its affiliated club community organisations to implement their programmes.

EFL chief executive Trevor Birch noted that the additional financing cements the EFL and Sky Bet's commitment to community investment.

EFL Chief Executive, Trevor Birch said:

"For over a decade, Sky Bet has been a valuable partner for EFL Clubs, offering sustained investment to help Clubs navigate a volatile financial landscape and ensure fans can enjoy fantastic footballing entertainment in every corner of the country.

"We have consistently seen our partnership evolve to move with the times and with community at the heart of the EFL, a new community investment fund is perfectly aligned and will help strengthen the partnership's commitment to social responsibility.

"The Government's recent Gambling White Paper highlighted the social responsibility measures that have accompanied our partnership with Sky Bet as being an example of good practice for the wider sports sector to learn from and we will look to deepen our commitment to the promotion of safer gambling as part of this extension.

"On behalf of our Clubs we thank Sky Bet for its ongoing support to English football and we look forward to seeing our much-loved competition develop yet further with the additional certainty this investment provides."

Sky Bet Chief Commercial Officer, Steve Birch said:

"I'm extremely proud of Sky Bet's ongoing partnership with the EFL and delighted to have reached today's agreement. Football is central to who we are and it's great to be able to support the game and provide investment for Clubs across the Pyramid.

"I'm particularly delighted that we can go one step further today with the announcement of our Sky Bet EFL Community Fund, seeking to make a real difference for people across England and Wales.

"As the recent Sky Bet Play-Off Finals demonstrated, the EFL is going from strength to strength with packed grounds and millions watching games here in the UK and around the world.

"We are absolutely committed to Safer Gambling, and I'm delighted that our partnership with the EFL shows how responsible betting and gaming operators, and sporting organisations can work together to promote safer gambling and tackle the issue of gambling harm."