The Sky Bet EFL agreement represents the largest title sponsorship in EFL history. Sky Bet have been a key partner since first sponsoring the EFL in 2013/14. They have played a significant part in supporting the growth of the League and its competitions over the course of the relationship.
The latest renewal of the agreement in 2018 saw Sky Bet launch a new five-year commitment to responsible gambling as the two parties announced a deal that ensured the sports gaming company would continue as headline sponsor of the Sky Bet EFL until 2023/24. This extended the working relationship to eleven years, making it one of the longest and most significant partnerships in professional sport.
At the heart of the relationship is a marketing campaign led by Sky Bet that is underpinned by an enhanced Memorandum of Understanding (MOU), designed to help its customers stay in control and gamble safely. The campaign has a central call to action "Stay in Control. Set a Deposit Limit" and is prominent each season across online, print, radio and on TV, while sleeve badges worn by all EFL players feature a responsible gambling message to illustrate both parties’ commitment to the cause.