Steve Birch: Sky Bet’s EFL partnership ‘biggest’ in professional sport


Sky betpartnership with the English football league (EFL), which was established in 2013, has been described as one of the ‘most important’ in the world of professional sports by the group’s CEO, Steve Birch.

Write on the Betting and Gaming Council (BGC), he suggested the deal mostly revolved around advertising with a particular focus on promoting safer messaging and gaming tools.

The company has made 70% of its EFL-related advertising inventory focusing specifically on protecting customers, and Birch explained :.

Steve Birch of Sky Bet

“Our goal this season has been to use these assets to encourage the use of deposit limits as well as to promote ‘TalkBanStop’ – a joint initiative of GamCare, Gamban and GamStop that explains practical steps to be taken to combat harm. Game.

“As part of our support, one of the nine minutes allotted to us in digital advertising per EFL match is now dedicated to promoting this impactful campaign.”

In addition, Birch described another key area as being the work of EPIC Risk Management, which is an independent damage minimization consultancy in the UK with which Sky Bet has a partnership to educate players and the staff on gambling-related damage.

“The purpose of this tailored training is to make sure players understand the potential risks associated with the game, the rules regarding betting integrity and know how to look for signs of potential harm in their teammates,” Birch continued.

“We are now in our fourth year of delivering this education and awareness program – one of the largest ever conducted in global sport – and we are committed to ensuring that it remains relevant, effective. and far-reaching in the future. “

Additionally, the company is looking to use its digital marketing and content creation capabilities with the aim of connecting EFL fans with football personalities and providing behind-the-scenes access to clubs.

Birch added: “Whether it’s Jimmy Bullard’s fly fishing with EFL captions like Ian Holloway on Instagram or an in-depth analysis of how Brentford’s transfer model them launched into the Premier League on YouTube, we want to create content that football fans can enjoy without ever being encouraged to bet.

“There will be a lot more in the new year, with exciting campaigns featuring some of the biggest names and smaller clubs in British football.

Despite the pandemic, Birch said the long-standing relationship “has continued” with the support of her partners, adding: “I know everyone at Sky Bet is proud to stand by the organization and of all of his clubs this season and next, and I hope to continue our journey for many years to come.

“I was proud to see this partnership blossom into one of the longest and most important in professional sport.”


Sara R. Cicero