The English Football League (EFL) and Sky Bet have agreed to a record five-year partnership extension, wherein Sky Bet will remain as the League's title partner until the end of the 2028-29 season.
The extension builds on a decade-long partnership. It includes a new rights fee from Sky Bet, which is up by 50%. The aim is for this to produce “significant revenues for EFL clubs” and support the League’s goal to make all clubs “financial sustainable”.
In addition, Sky Bet will invest £1m per season and £6m in total into an EFL-held Community Fund, which will be distributed into communities at EFL club locations throughout England and Wales.
The funding will be used to deliver initiatives operated by the EFL Trust and the network of club community organisations.
Trevor Birch, EFL chief executive, said that the increased funding enforces the EFL and Sky Bet’s focus on community investment.
“We have consistently seen our partnership evolve to move with the times and, with community..