The Football League signs five year sponsorship deal with Sky Bet
Including naming-rights, the agreement means its flagship competition becomes The Sky Bet Football League, with the 3 divisions renamed The Sky Bet Championship, Sky Bet League 1 and Sky Bet League 2.
It marks the first ever off-screen football sponsorship for Sky Bet and is aimed at promoting its online and mobile services.
"Sponsorship of The Football League helps us engage with millions of football fans spanning all 72 league clubs. It was important for us that we are able to demonstrate our commitment to all Football League clubs and fans nationwide. The strength of our technology supported by a trusted brand that is part of the fabric of football means we're ideally placed to add to the match-day experience of fans,” said Richard Flint, the managing director of Sky Bet.
In a separate announcement, the League, which has its operations centre in Preston, signed a 3-year broadcasting rights agreement with Sky Sports. This will begin in 2015/2016 following the conclusion of the current contract.