Betting on Football: Is Sky Bet’s sponsorship deal in a league of its own?

Clive Russell will have the honour of kicking off Betting on Football – #BOFCON – on Thursday 21st April. Russell, Managing Director of BD Sports Rights, will be leading a talk on Sky Bet’s sponsorship deal with the Football League and posing the question ‘Are they in a league of their own?’

Andrew McCarron, SBC Managing Director, confirmed: “We believe Clive is the perfect man to get us underway at Stamford Bridge. BD Sports Group is a company that specialises in football and event day sports betting. He also negotiated the entry of Unibet to the football club sector in England, as well as the recent Coral deals with Newcastle, Norwich, Leeds and Fulham.”

Back in December 2015, Sky Bet and the Football League agreed a new three-year title sponsorship deal. Sky Bet has sponsored the League since 2013, and this latest deal will commence in August 2016 and run until at least 2019, providing increased revenue to each of the 72 clubs.

Starting next season, the competition will be known as the Sky Bet EFL (English Football League), whilst the three divisions will continue to be known as the Sky Bet Championship, Sky Bet League 1 and Sky Bet League 2. Sky Bet will also be the title sponsor of the season ending Sky Bet Play-Offs.

But where does this leave other betting and gaming brands seeking sponsorship opportunities in the Football League? And where do affiliate sites and Fantasy Sport operators fit in alongside Sky Bet?

Clive Russell will be on hand to talk about what the new Sky Bet deal entails, what restrictions it puts on gaming brands, and how EFL clubs can still create value by signing new gaming partnerships.

Clive Russell
Clive Russell

Russell commented: “When Sky Bet renewed their deal with the EFL, it dramatically changed the market dynamics for member clubs and gaming brands. The creative deal gave Sky Bet much increased exclusivity and closed some gaping loopholes from the initial agreement.

“What it didn’t do was close off the market to brands’ ability to reach consumers. The opportunity for partnerships between brands and clubs remains real, but there will need to be greater focus on creativity, tactical campaigns and delivering a ROI.”

This BOFCON session exemplifies an agenda that has been set by SBC Events to provide a complete learning experience for sportsbook operators, football club staff, media, marketeers and suppliers. Strategically scheduled for two months before the Euros, up to 400 industry professionals will be attending to make sure they enjoy a successful Championships and a strong start to the 16/17 season.

SBC’s annual Betting on Football Conference (#BOFCON) takes place in London, at the home of Chelsea FC, on Thursday, April 21st. Click here to register today!

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