Defending the sport’s right to benefit from responsible betting sponsorship, English Football League (EFL) Chairman Rick Parry emphasized that there were no magic answers to eliminate addiction issues, calling for empathy and support for affected players. His statements closely follow several betting scandals, highlighting the contentious nature of gambling partnerships.

Education and Rehabilitation Efforts Remain a Priority

The recent 10-month ban imposed on Newcastle midfielder Sandro Tonali due to gambling addiction has intensified scrutiny of soccer’s relationship with betting. Parry, defending the sport’s association with betting companies, stated that the industry had generated billions since the 2005 Gambling Act, noting that marketing agreements channeled some of this revenue back into sports.

According to Parry, the EFL had commissioned extensive research and did not see any correlation between sponsorships and increased gambling harm. He noted that eliminating the issue would be incredibly challenging, so the organization focused on minimizing problem gambling through various initiatives.

Educating players is something we’ve been doing for at least the last five years, and we’ll continue to do more of that.

Rick Parry, EFL chairman

Parry remained convinced that individuals would gamble regardless of the sponsorships, noting that prohibition was not a viable solution. He added that the recent cases in Italy demonstrated that rehabilitation was just as needed as punishment, and investing more resources in identifying and aiding players with genuine addiction problems could lead to significant improvements.

June saw the EFL renew its collaboration with operator Sky Bet, extending it through the 2028-29 Season. The two partners reaffirmed their commitment to deliver financial support to communities in England and Wales via the Sky Bet EFL Community Fund. This collaboration received praise from the UK government as a socially responsible model.

Chairman Parry was adamant that this partnership would not impact players, stating that some athletes would still choose to wager regardless of sponsorships. He emphasized the need for responsible marketing arrangements and improved gambling operator accountability, noting that such measures would be significantly more beneficial for players and non-players.

Parry’s observations happened during the ongoing EFL Week of Action, highlighting the organization’s life-changing community work as all 72 member clubs unite to make a positive impact. Despite his reassurances, the balance between responsible betting partnerships and addressing addiction concerns remains a hotly contested topic in the soccer landscape as stakeholders search for an optimal solution.

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Steve Birch, Sky Betting and Gaming’s chief commercial officer, addressed his company’s partnership with the English Football League (EFL) and the two parties’ commitment to responsible gambling. Now entering its second decade, the partnership between the operator and the league continues as strong as ever.

In a statement provided to Britain’s Betting and Gaming Council (BGC), Birch said that his company’s relationship with the soccer league is one of the longest-running and most successful in professional sports. He praised the two parties’ emphasis on social responsibility and thanked the UK government for providing the partnership as an example of a healthy sponsorship to other companies and leagues amid the ongoing gambling reforms.

Birch teased that Sky Betting and Gaming will be doubling down on its safer gambling messaging and promised that there would be changes around the side of the pitch.

The representative noted that the Sky Bet Championship Play-Off Final between Luton and Coventry incorporated the company’s new perimeter advertising. Previously, the company has also promoted safer gambling initiatives such as “Take Time to Think” through sleeve badges on shirts.

The CCO concluded that nothing beats messaging that is visible at the arena, which is why his team would continue to promote safer gambling through perimeter messaging.

Safer Gambling Is at the Forefront of Sky Betting’s Philosophy

In his statement, Birch promoted the safer gambling tools his company offers to its customers. This includes deposit limits, loss limits and timeouts that help people enjoy gambling without harming themselves. He noted that customers who use deposit limits are much more likely to stick to their budget.

Birch also pointed out that Flutter, Sky Betting and Gaming’s ownership group, has set an ambitious target of having 75% of its customers use such tools by 2030. Currently, around 50% of Sky Bet’s customers are using such solutions, attesting to the company’s commitment to player safety.

Our latest approach is just the latest example of safer gambling being more than just words to us at Sky Bet. It’s a key priority for our business and we are constantly seeking to use our tech and data to put the right protections in place – and to ensure our marketing campaigns are as impactful and effective as possible.

Steve Birch, CCO, Sky Betting and Gaming

Birch recognized that most players who wager, do so safely. However, he pointed out that it is crucial to protect the few who may be at risk of harm. The representative concluded that Sky Betting and Gaming and the EFL share the same values when it comes to safer gambling and will prioritize player safety during the new soccer season.

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Sky Bet will remain the English Football League (EFL)‘s official sponsor until the end of the 2028-29 campaign after the sports betting and gaming brand and the league signed a five-year contract extension.

Rights Fee Increases by 50%

The contract extension builds on a decade-long partnership between Sky Bet and the EFL and will increase the rights fee paid by the betting and gaming brand by 50%, providing more for the league clubs and supporting the league’s objective of making the clubs across all divisions of the EFL financially sustainable.

EFL chief executive, Trevor Birch, hailed the important role played by Sky Bet for over a decade, serving as “a valuable partner for EFL clubs” by supporting their efforts for sustained investments and helping them “navigate a volatile financial landscape.”

“We have consistently seen our partnership evolve to move with the times and, with [the] 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,” Birch said, thanking Sky Bet on behalf of the clubs for its “ongoing support.”

Sky Bet will continue to be the Official Title Partner of the Sky Bet EFL and Sky Bet Play-Offs globally, as well as the rights to award the official Manager, Player and Goal of the Month awards, and the seasonal “Golden Boot” and “Golden Glove” in each of the divisions.

“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,” said Sky Bet chief commercial officer Steve Birch, delighted that Sky Bet “can go one step further” and “make a real difference for people across England and Wales.”

Financial Support for Communities

The new deal will see Sky Bet contribute £1 million ($1.25 million) per season to the Sky Bet EFL Community Fund, a new investment vehicle created for communities across England and Wales where the EFL clubs are based through which the EFL and Sky Bet will deliver upon mutually agreed by the Club Community Organisations (CCOs) and the EFL Trust initiatives.

The partnership will continue to be built around safer gambling as both sides signed a Memorandum of Understanding (MoU) on how to deliver on joint objectives in a socially responsible way. In the MoU, both Sky Bet and the EFL committed to promoting the product in a way that protects children and other vulnerable groups.

Finally, the EFL and Sky Bet agreed to share with the government, sports and sector stakeholders learnings and insights from their partnership, which is one of the longest in UK professional sport, to help inform the new sports sponsorship Code of Conduct that will be developed in accordance to the Gambling Act Review White Paper’s recommendations.

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