Steve Birch, Chief Commercial Officer at Sky Betting and Gaming, has released a statement via the Betting and Gaming Council commenting on Sky Betting’s partnership with the English Football League (EFL) Championship.
The two companies have had a historic partnership together, with Sky Bet becoming a sponsor for the EFL for the first time back in 2013.
Since then, the two have collaborated on a number of projects together, including a commitment in 2018 to responsible gambling and a five-year extension to the partnership back in June.
Commenting on the partnership now, Birch said: “Much has changed on the pitch since we became EFL title sponsors for the 2013-2014 season.
“Back then, Luton Town were still in non-league football and Yeovil were in the Sky Bet Championship.
“While I can’t predict who will be going up or down this season, I can guarantee there will be some changes around the side of the pitch too – with our safer gambling messaging.”
One of the measures that Sky Bet has implemented into its platform to promote this is a range of responsible gambling tools, such as deposit limits, cool-off periods and self-exclusion tools.
The Reality Check Tool, one of the most intuitive features, allows players to set interval-based reminders while they use Sky Bet products that prompt them to log out after set periods.
Birch explained: “Those who were lucky enough to witness the Sky Bet Championship Play-Off Final between Luton and Coventry would have seen perimeter advertising hoardings highlighting that more than 1 million people have now signed up to our safer gambling tools at Sky Bet – enough to fill 11 Wembleys.
“Our parent company Flutter has set a challenging target of having 75% of customers using SG tools by 2030.
“At Sky Bet, we’re already at 50% and it’s a huge testament to everyone in our business, and the teams of people in our head office in Leeds dedicated to customer safety.”
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