Responsible Gambling EFL deal

Friday, 17th November 2017

  • Sky Bet and EFL sign new five-year headline sponsorship deal taking relationship through to 2023/24 season
  • Deal will see more money going to the 72 EFL clubs and responsible gambling messages on every club shirt
  • Sky Bet also launches responsible gambling marketing campaign with new Jeff Stelling, ‘When the Fun Stops, Stop’ TV ad screening during Sky Sports football coverage this weekend
  • The campaign argues that “nothing should get in the way or our enjoyment of sport, definitely not betting”

The new agreement represents a 20% 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.

Richard Flint, CEO of Sky Betting & Gaming said:

“We’re delighted to sign this new deal with the EFL and believe the additional focus we and the League are both placing on responsible gambling will show that well run betting operators can play an active part in raising awareness of problem gambling. By using our sponsorship and marketing capabilities to highlight how customers can gamble safely we hope to ensure that nothing gets in the way of people’s enjoyment of sport, definitely not betting.”

Sky Bet has also launched a new marketing campaign designed to make sure its customers gamble safely. The campaign argues that “nothing should get in the way or our enjoyment of sport, definitely not betting”.

The campaign features a brand new TV ad, shown during this weekend’s Sky Sports’ Premier League and EFL Championship coverage, and featuring Sky Sports presenter Jeff Stelling, who will remind customers of the well-known message, ‘When the fun stops, stop’. In an industry first this ad focuses entirely on this successful strapline and, as Jeff says, puts it at the beginning, middle and end, of the 30 second prime time slot.

The TV ad will be supported by a digital and social media campaign introducing Sky Bet customers to ‘Three Simple Tools’ to help them stay in control of their gambling.

This content, featuring Sky Sports talent Matt Le Tissier, Phil Thompson and Charlie Nicholas, is designed to raise awareness of the deposit limit, cool off and self-exclusion responsible gambling tools available to all Sky Bet customers.

Campaign content will also feature across national print, radio, Facebook, Twitter, the Sky Bet website, in the Sky Bet App, and in emails to Sky Bet customers. Sky Bet will also highlight the same messages in all EFL match day programmes across every fixture this weekend and on LED boards across grounds throughout the country.

Overall, more than a million people are expected to have seen some aspect of this campaign in just one weekend and the campaign is set to run across a number of channels weekly.

Rob Painter, Brand and People Director, at Sky Betting & Gaming said:

“Obviously tackling gambling related harm goes beyond raising awareness of responsible gambling tools but we felt it was important that we put our marketing and sponsorship expertise behind our efforts to help our customers gamble safely. I’m proud that we’ve put responsible gambling at the heart of all aspects of our marketing strategy.”

You can see the ad here

You can download the full press release here.

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