EFL and Sky Bet renew deal

The English Football League and Sky Bet have announced a five year 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 in professional sport.

Given growing criticisms of the close relationship between football and betting companies, there will be a new marketing campaign designed to help Sky Bet customers stay in control and gamble safely.

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Threat of financial calamity removed from Baggies

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The Political Economy of Football V2

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