Sky Bet boss Steve Birch has highlighted safer gambling as the brand begins its 10th consecutive season as the English Football League’s (EFL) title sponsor.
The Flutter-owned brand will once again serve as the EFL’s top partner for another season, which kicked off last weekend with an opening round of fixtures.
But as the 2022-23 season gets underway, Birch reflected on the partnership between Sky Bet and the EFL, in particular focusing on responsible gambling.
Their collaboration began in 2013 and is centred around a memorandum of understanding that outlines clear objectives – objectives that both parties must deliver in a “socially responsible way.”