Gambling providers are the main sponsors for sporting events

It is obvious that the EFL is already dominated by sponsoring gambling providers. SkyBet has been the main and title sponsor of the English Football League since the 2013/2014 season. This provider is therefore, together with its partner companies, active in all three leagues of English football. And it is not to be expected that this will change so quickly. Because immediately after SkyBet was taken over by the Poker Star Group in April last year, the new owner showed his interest in long-term sponsorship within the EFL by extending the corresponding contracts by another five years until the 2023/2024 season.

According to the polls, however, very few fans have a real problem with a gambling provider sponsoring the EFL. A main reason for the predominantly positive perception is probably the reserved and subtle type of advertising that SkyBet displays. Placing gambling in the right light is a fundamental strategy of the company. Because the responsible use of gambling is also in the interest of the company is shown by the fact that a £ 1 million campaign was launched together with a consulting firm, which is pointed out to the correct handling of gambling. In order to achieve the most sustainable effect possible with the campaign, training courses and information campaigns were also started that aimed at fans, To sensitize players and employees of the clubs for problem game prevention and the maintenance of integrity. However, this is only part of an overall project with which the gaming providers want to fossilize the correct handling of gaming. In addition, Skybet, in addition to a number of other betting providers, has announced that it will increase social security contributions by a factor of 0.1 by 0.1 percent. This 1% increase is said to add over £ 6m to GambleAware’s coffers. An organization dedicated to protecting and preventing excessive gambling. In addition, Skybet, in addition to a number of other betting providers, has announced that it will increase social security contributions by a factor of 0.1 by 0.1 percent. This 1% increase is said to add over £ 6m to GambleAware’s coffers. An organization dedicated to protecting and preventing excessive gambling. In addition, Skybet, in addition to a number of other betting providers, has announced that it will increase social security contributions by a factor of 0.1 by 0.1 percent. This 1% increase is said to add over £ 6m to GambleAware’s coffers. An organization dedicated to protecting and preventing excessive gambling.

Fan interest in gambling is constant
What is interesting about the fact that a gambling provider is the main sponsor of the EFL is the fact that it has no effect on betting behavior among fans. Despite the sponsorship, participation in sports betting is equally constant. The survey showed that over half of the fans had not made any sports betting in the past year. The result is roughly on the same level as in previous years.

However, it remains to be seen whether this will remain so in the long term, because there is currently a heated battle between the gambling and betting providers for market shares in the British Isles. Despite the general requirements, the United Kingdom is still one of the most moderate licensing conditions for betting companies in Europe. As a result, in addition to Skybet, other large providers such as William Hill, Power Betfair, Bet365 and 1xBet are fighting for market share within the EFL. The latter, for example, has just become the main sponsor of Liverpool SC sports club. But not only in the Champions League, but in the entire EFL, the proportion of betting providers as sponsors for football clubs is remarkably high. Approximately half of all clubs have a sponsor from this area. And the numbers are likely to increase further in the future. Because the interest in sponsoring within the EFL is declining among gaming providers is not realistically to be expected.