England: Sky Bet becomes the new title sponsor of The Football League until 2018

British online betting company Sky Bet has become The Football League's (English 2^nd, 3^rd and 4^th divisions - 72 clubs) new title sponsor under a five-year agreement, the BSkyB subsidiary announced on the 18/07/2013. The deal is estimated at £260m (€300), or £52m (€60m) per season.

From 2013/14 until 2017/18, the English league will be titled 'The Sky Bet Football League', with its three divisions being named 'The Sky Bet Championship' (2^nd division), 'Sky Bet League 1' (3^rd division) and 'Sky Bet League 2' (4^th division).

In addition to title sponsorship of the three professional competitions, Sky Bet will also use its partnership to explore opportunities to offer customers exclusive access to competitions and promotional offers, including access to Football League match tickets.

Sky Bet is replacing UK gas and electricity provider Npower, who was title sponsor of the Football League from 2010 to 2013.

In a separate agreement, also announced on the 18/07/2013, The Football League and Sky Sports signed a new three-year broadcasting rights agreement. The new deal, which offers more…