Pressure Growing on EFL to End Partnership with Sky Bet

By Matt Speakman,
Betting Expert at online-gambling.com

Matt Speakman Betting Expert at online-gambling.com

A die-hard fan of the Patriots, Matt Speakman is an expert on everything related to sports betting and DFS sites. Over the years, he has proven a valuable asset for our team at online-gambling.com. You can find Speakman's professional tips and tricks in any of his many articles on the website.

• Twitter
• Email

More About Matt Speakman

Last updated: October 24, 2022

Political pressure on the EFL (English Football League) to end its title sponsorship with Sky Bet is growing day by day. Recently, the Daily Telegraph reported that Rick Parry, the Chairman of the EFL, had received a letter requesting that the EFL cease its partnership with Sky Bet as the League One, League Two, and Championship principal sponsor.

According to The Telegraph, the letter was signed by Ronnie Cowan of the Scottish National Party, Sir George Howarth, Dan Carden, Rebecca Long-Bailey, Kim Johnson, Zarah Sultana, and former government minister Lord Foster of Bath.

The EFL received criticism for allowing clubs to sign affiliate marketing agreements with Sky Bet. This arrangement had been scrapped three years ago, but the EFL confirmed some teams had continued to get “legacy” payments and will continue to do so until the expiry of its contract with Sky Bet in 2024. The peers said that they know that gambling companies, not football clubs, are the biggest perpetrators of gambling harm. These companies exploit the sport and fans for outrageous profit. The UK has already banned sport stars from featuring in gambling ads.

Ricky Parry Speaks Against Complete Ban on Sports Betting Sponsorship

Because Sky Bet sponsors the Football League, all 72 clubs are practically forced into advertising gambling on their websites, in their stadiums, and on their shirts, even if they don’t want to. Sky Bet and the EFL stand by the collaboration, which was adjusted in 2019/2020 and ensures the highest coverage for safe gambling, player protection, and responsible conduct.

In view of the government’s delayed review of gambling, Ricky Parry voiced out against a complete prohibition of sports betting sponsorship that is applied to English football. According to Ricky Parry, reforms should be made to encourage safer gambling throughout English football, reflecting the partnership between Sky Bet and the EFL. However, a broad ban would be disastrous for the finances of smaller football clubs that are still recovering from the Covid-19 pandemic.

Stakeholders Unsure Whether Gambling Review Will Be Published This Year

Since 2013, Sky Bet has served as the EFL’s title sponsor. In a statement, Sky Bet stated that it is committed to safer gambling. Football betting is acknowledged as one of the most contentious issues of the Gambling Review, splitting views among football clubs, MPs, reformists, and league governance.

In the summer, rumours started circulating that a White Paper that would shortly be released would publicize “watered-down reforms” on betting sponsorships. This will allow Premier League clubs to “secure their own terms to phase out betting sponsorships”.

A vote on the future of betting sponsorships was scheduled to take place soon among Premier League clubs, but it was postponed due to Boris Johnson’s resignation as prime minister. The continued disarray of the Conservative government has halted the final stages of the Gambling Review. Due to constant secretarial changes and cabinet reshuffles, it is not looking likely that the Gambling Review will be published in 2022, however, how things will play out is yet to be seen.