The English Football League (EFL) and Sky Bet have agreed to a record five-year partnership extension, wherein Sky Bet will remain as the League's title partner until the end of the 2028-29 season.
The extension builds on a decade-long partnership. It includes a new rights fee from Sky Bet, which is up by 50%. The aim is for this to produce “significant revenues for EFL clubs” and support the League’s goal to make all clubs “financial sustainable”.
In addition, Sky Bet will invest £1m per season and £6m in total into an EFL-held Community Fund, which will be distributed into communities at EFL club locations throughout England and Wales.
The funding will be used to deliver initiatives operated by the EFL Trust and the network of club community organisations.
Trevor Birch, EFL chief executive, said that the increased funding enforces the EFL and Sky Bet’s focus on community investment.
“We have consistently seen our partnership evolve to move with the times and, with 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,” he said.
“On behalf of our clubs, we thank Sky Bet for its ongoing support to English football and we look forward to seeing our much-loved competition develop yet further with the additional certainty this investment provides.”
Steve Birch, chief commercial officer at Sky Bet, added that Community Fund is a particular source of pride for Sky Bet.
“I’m extremely proud of Sky Bet’s ongoing partnership with the EFL and delighted to have reached today’s agreement,” he said. “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.”
“I’m particularly delighted that we can go one step further today with the announcement of our Sky Bet EFL Community Fund, seeking to make a real difference for people across England and Wales.”