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| Version 1 | Version 2 |
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| Sky Bet extends English Football League sponsorship deal | Sky Bet extends English Football League sponsorship deal |
| (about 1 hour later) | |
| Sky Bet has extended its multi-million pound sponsorship deal with the English Football League until the summer of 2024. | Sky Bet has extended its multi-million pound sponsorship deal with the English Football League until the summer of 2024. |
| The gambling operation is the headline sponsor for the Championship, League One and League Two football divisions. | The gambling operation is the headline sponsor for the Championship, League One and League Two football divisions. |
| It gets its logo on shirts, and rights for "Bet and Watch" for some matches. | It gets its logo on shirts, and rights for "Bet and Watch" for some matches. |
| It says it will try to discourage problem gambling through messaging on shirts, and that clubs will benefit through more money. | It says it will try to discourage problem gambling through messaging on shirts, and that clubs will benefit through more money. |
| The deal, which is worth tens of millions of pounds, has been in place since 2013. | The deal, which is worth tens of millions of pounds, has been in place since 2013. |
| Sky Bet said it would be paying 20% more than it has done so far to extend the agreement from 2019 to 2024. | Sky Bet said it would be paying 20% more than it has done so far to extend the agreement from 2019 to 2024. |
| This will make the eleven-year deal one of the longest in professional sport, the firm said. | This will make the eleven-year deal one of the longest in professional sport, the firm said. |
| The Leeds-based operation, which includes sites such as Sky Vegas and Sky Bingo, is owned by private equity group CVC Capital Partners. | The Leeds-based operation, which includes sites such as Sky Vegas and Sky Bingo, is owned by private equity group CVC Capital Partners. |
| Broadcaster Sky retains a 20% stake in the firm. | Broadcaster Sky retains a 20% stake in the firm. |
| The money from the deal will be divided among the 72 clubs in the English Football League, which sits under the Premier League in terms of professional football club rankings. | The money from the deal will be divided among the 72 clubs in the English Football League, which sits under the Premier League in terms of professional football club rankings. |
| The betting industry has been under increasing scrutiny from the government, and from regulator the Gambling Commission. | The betting industry has been under increasing scrutiny from the government, and from regulator the Gambling Commission. |
| Richard Flint, chief executive of Sky Betting & Gaming, speaking on the BBC's Today programme, said it and the EFL were actively promoting awareness about problem gambling as part of the 'When the fun stops. Stop' campaign. | Richard Flint, chief executive of Sky Betting & Gaming, speaking on the BBC's Today programme, said it and the EFL were actively promoting awareness about problem gambling as part of the 'When the fun stops. Stop' campaign. |
| Mr Flint said: "From the play offs and including next season every shirt will have a responsible gambling message on the shirt sleeve and we're tying that into a responsible gambling campaign starting today, which includes a TV advert and perimeter boards at EFL games." | |
| The "When the fun stops. Stop" campaign is orchestrated by the Senet Group and includes a number of other industry participants. | The "When the fun stops. Stop" campaign is orchestrated by the Senet Group and includes a number of other industry participants. |
| The Senet Group was established in 2014 by some of Britain's high street bookmakers in response to public concerns about gambling and gambling addiction. | The Senet Group was established in 2014 by some of Britain's high street bookmakers in response to public concerns about gambling and gambling addiction. |
| Critics would prefer the Gambling Commission to simply take a tougher stance. | Critics would prefer the Gambling Commission to simply take a tougher stance. |
| Earlier this year the Football Association announced it would end sponsorship deals with gambling firms. | Earlier this year the Football Association announced it would end sponsorship deals with gambling firms. |
| One of the findings of the BBC's annual Price of Football survey was that more young football fans bet on games than play the sport. | One of the findings of the BBC's annual Price of Football survey was that more young football fans bet on games than play the sport. |
| About 95% of TV ad breaks in live football matches feature at least one gambling advert, the BBC found in October. | About 95% of TV ad breaks in live football matches feature at least one gambling advert, the BBC found in October. |
| In some matches, 40% of the adverts were for gambling. | In some matches, 40% of the adverts were for gambling. |