Sky Betting and Gaming and the English Football League have stressed that “safer gambling is very much front and centre” of an ongoing partnership that has entered its second decade.
In a Betting and Gaming Council blog, Steve Birch, Chief Commercial Officer of Sky Betting and Gaming, touched upon the next steps after the brand took its EFL sponsorship beyond the 10-year barrier.
Noting that this is “close to our hearts at Sky Bet,” and further hailed as “one of the longest running and most successful in professional sport”, Birch elaborated on an EFL alliance that is held in particularly high esteem by the brand.
“I’m particularly proud that the emphasis both ourselves and the EFL put on social responsibility was held up by the government in its white paper earlier this year as an example for others to learn from when looking at sports sponsorship,” he said.
Citing the Championship play-off final from this past season, where perimeter ads highlighted that one million people have now signed up to utilise safer gambling tools at Sky Bet, Birth touched upon internal targets regarding such an uptake.
This has seen Flutter Entertainment, the parent company of Sky Betting and Gaming, set what is dubbed as a “challenging target” of having 75 per cent of customers using safer gambling. tools by 2030.
“At Sky Bet, we’re already at 50 per cent and it’s a huge testament to everyone in our business, and the teams of people in our head office in Leeds dedicated to customer safety,” he added.
In addition to stressing a commitment to “continually learn and improve our safer gambling messaging so it can be as effective as it can be,” recent dialogue has also caused a slight alteration to the strategy adopted by the brand.
Birch noted that discussions alongside academics and leading consultants, across areas such as behavioural science, brought a realisation that messaging must be made more relevant to individuals.
“And it’s a theme we intend to build on as the season progresses, be it signs at Hillsborough about the number of Sky Bet customers who have signed up in Sheffield or other grounds with LED perimeter boards across the EFL,” he continued.
“Our latest approach is just the latest example of safer gambling being more than just words to us at Sky Bet. It’s a key priority for our business and we are constantly seeking to use our tech and data to put the right protections in place – and to ensure our marketing campaigns are as impactful and effective as possible.
“We know that for the vast majority going to watch their favourite EFL team – or just enjoying a game on the TV – a flutter on the football is harmless fun. But we’re absolutely committed to making sure we do all we can to protect those who may be at risk of harm.
“The EFL shares this belief and it’s why safer gambling is very much front and centre of our partnership as we begin a new season together.”
