United Kingdom: Sky Bet (bet) extends as title sponsor of the EFL until 2028-29 (£10.8m/season)

British online sports betting operator Sky Bet has extended as title sponsor of the English Football League (2^nd, 3^rd and 4^th divisions in England) for an additional five years, i.e. over the 2024-2029 cycle, announced the governing body on 07/06/2023.

The three divisions will continue to be known as the Sky Bet Championship (2^nd division), Sky Bet League One (3^rd) and Sky Bet League Two (4^th). As part of the renewed agreement, the bookmaker will also award the Coach, Player and Goal of the Month trophies, as well as the seasonal Golden Boot and Goalkeeper awards in each division.

Sky Bet has been the title sponsor of the EFL since the 2013-14 season. The current deal, which covers the 2019-2024 cycle, sees the sports betting operator pay the body £7.2m (€8m) per season. According to the EFL, "the new rights fee represents a 50% increase from Sky Bet" taking the value of the contract to £10.8m (€12.5m) per season.

As part of the partnership, Sky Bet will also invest £6m (€6.9m), or £1m (€1.16m) per season, in a community fund supported by the EFL. The two parties have also signed a…