SkyBet Extends EFL Sponsorship for 2027

SkyBet, a brand operating under Flutter Entertainment, has been known as one of the biggest sponsors of the English Football League for many years.

However, few people know when this deal actually started and what it involves. Now that the contract has been renewed for the 2026 season, let’s find out what’s in store for the league and what SkyBet is getting out of it.

How SkyBet Became the Sponsor of EFL

SkyBet is a UK-based bookmaker that covers a variety of sports markets. It began its long-term partnership with the Football League back in the 2013-14 season, when the previous sponsor decided to withdraw.

The start was memorable: all three EFL divisions were rebranded accordingly. The names “SkyBet Championship,” “SkyBet League One,” and “SkyBet League Two” spread like wildfire.

It was a mutually beneficial agreement, with the clubs getting the much-needed investments and SkyBet being able to flaunt its first large football sponsorship, promoting its online and mobile sports betting services to millions of people worldwide.

The initial contract lasted until 2019, with multiple extensions taking place. From this fact alone, it is already obvious that the deal was deemed a success. But why is it so?

The Details of SkyBet’s Deal with EFL

Before the latest renewal for the 2026 season, the terms of the sponsorship between SkyBet and all three EFL divisions included the following aspects:

• SkyBet had to invest 1 million pounds into EFL clubs per season.
• A part of the money went to the Community Fund, which supported various initiatives related to the EFL clubs and sports programs.
• SkyBet got the unique right to take part in awarding the EFL prizes, including giving out titles such as Player of the Month, Goal of the Month, Golden Boot, and so on.
• SkyBet couldn’t promote its sports betting services in family zones at stadiums.
• At the same time, the EFL had to put SkyBet promotional messages on a part of its inventory.

SkyBet got access to all the fans who came to watch the EFL matches both online and offline, except for those situated in family zones. This factor made the deal satisfying for both parties.

The Impacts of the 2026 SkyBet EFL Sponsorship

Through the many years of its existence, SkyBet has managed to avoid the sharp corners of regulatory issues and loud scandals.

It has established itself as a socially aware bookmaker, which is why the EFL was pleased to accept it as a sponsor and why many fans welcomed this decision.

This bookie offers constant bonuses, welcome surprises, and elevated odds deals, so the number of its active users keeps growing on an annual basis.

Now, let’s see what the extended sponsorship of 2026 means for both SkyBet and EFL. Let’s start with the latter.

• The 2026 deal with SkyBet presupposes a 50% increase from the previous investments, which will bring a bigger revenue for the clubs.
• The Community Fund will get more money, too, which will allow for improving local sports infrastructures and various sports programs.
• The new deal is supposed to last until 2029 minimum, so the clubs can rely on the predetermined amount of investments to refine their performance, equipment, and training centers.

What about SkyBet? As far as the bookie is concerned, the terms didn’t really change.

• SkyBet’s name will be visible across all the broadcasts, EFL social media, and stadium branding.
• It will continue to honor safe betting by avoiding displaying its ads in the family part of the stadiums, which will foster even higher trust toward it.
• Such a long-term partnership paints SkyBet as a reliable sponsor with a passionate fan base of its own.

If you’d like to see what kind of matches will be taking place soon or learn about any other sponsorship deals, follow the news on this platform. The sports industry never grows stale, so there is always something new to learn.