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Sky Bet Puts Social Responsibility at Forefront of EFL Deal

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Sky Bet, the sports betting and gaming giant, is celebrating 10 years of title sponsorship of the English Football League (EFL) and has stated that all stakeholders in the gaming industry are making social responsibility a primary issue.

Flutter is the parent company of the Sky Bet brand, and the group as a whole is keen on promoting the use of safer gambling tools and would like to majority of their customers to take part in the scheme.

We know that for the vast majority going to watch their favourite EFL team – or just enjoying a game on the TV – a flutter on the football is harmless fun. But we’re absolutely committed to making sure we do all we can to protect those who may be at risk of harm. The EFL shares this belief and it’s why safer gambling is very much front and centre of our partnership as we begin a new season together.

Steve BirchChief Commercial Officer at Sky Betting and Gaming

Pitch Side Messaging

Sky Bet aims to make its safer gambling campaign highly visible to supporters and the millions of potential viewers of matches. Advertisements for this campaign will be displayed prominently around the edge of the pitch during games.

The operator pointed to last season’s play-off final in the Sky Bet championship, between Luton and Coventry, where the perimeter hoardings in the stadium displayed messages promoting the safer gambling tools available to gamblers and more than one million customers who have signed up to these tools.

Safer Gambling Tools

Part of the responsible gambling program is for the gaming operators to provide a range of tools that gamblers who are at risk from gambling-related harm can use for help and support.

A couple of the safer gambling tools are related to limits and include a deposit limit or a loss limit, which gives customers a pre-determined figure before they get engrossed in a gaming session.

There is also a ‘time out’ facility for players to take a break if they feel their pastime is turning into problem gambling or is getting out of control. As well as account facilities allowing customers to check profit and loss over a given period.

Our parent company Flutter has set a challenging target of having 75 per cent of customers using SG tools by 2030. At Sky Bet, we’re already at 50 per cent 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.

Steve BirchChief Commercial Officer at Sky Betting and Gaming

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