Sky Bet have been announced as the sponsor for the Football League in July 2013, a multi-year sponsorhip which began in 2013-2014 season.
It is now called the Sky Bet Football League with the three divisions becoming ‘The Sky Bet Championship’, ‘Sky Bet League One’ and ‘Sky Bet League Two’.
“Football League has one of the biggest football attending audience so it’s a great opportunity for a sportsbetting brand like ourselves,” said Painter.
“The first year is really about brand exposure and visibility. We want to make sure that people were aware of Sky Bet because Sky Bet is a brand extension of Sky Sports and we advertise heavily on our Sky channels but we felt that we actually need to take the brand outside t give great credibility and to reach to your audiences above and beyond the people who love watching Sky Sports and this year is all about getting people to talk about Sky Bet,” Painter added.
Sky Sports have signed a separate agreement for three more years of broadcasting rights, which begins in 2015-16 after the remainder of their current deal is seen out.
Sky Bet’s Managing Director Richard Flint said that the sponsorship of the Football League will help Sky Bet to engage with millions of football fans spanning all 72 League clubs, with the strength of the company’s 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.
Watch the video to hear more from Rob Painter.