Flutter’s Sky Bet is entering its tenth consecutive season as title sponsor of the English Football League (EFL), which is divided into the EFL Championship, EFL League One, and EFL League Two.

Ahead of Matchday 2 of 46 in the EFL Championship, Sky Bet CEO Steve Birch took time to reflect on their collaborative and constructive partnership over the past decade.

In a company blog post, Birch said:

“This relationship has undoubtedly been a positive force for Sky Bet, which has grown to become the UK’s most popular betting brand, but it has also seen us support EFL clubs, educate their players and coaches, and better protect at risk customers when it comes to safer gambling.”

Now more than ever, Birch writes, the partnership will focus on safer gambling. Not only will the ‘Take Time to Think’ slogan appear on updated LED advertising boards but ”all 72 clubs will now promote the campaign alongside every matchday programme and big screen advertisement allocated to Sky Bet.”

Furthermore, the partnership will “continue to raise awareness of ‘TalkBanStop’ – a collaboration between GamCare, Gamban and GamStop that combines practical tools with support to help vulnerable customers stop gambling and kick-start their recovery journey.”

The two partners will also push to educate players and staff from every one of the 72 EFL clubs about gambling-related harm. They will do so by working closely with with EPIC Risk Management, a leading independent harm minimisation consultancy in the UK.

“Like the thousands of football fans cheering on their team this weekend, I’ll be supporting the EFL and our long-standing partnership, all of us hoping for another successful season.”

The post Sky Bet and EFL Celebrating a ‘Responsible’ Partnership appeared first on iGaming.org.

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