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Sky Bet signs five-year title partnership extension with the English Football League
Sky Bet – part of Flutter Entertainment – has signed a record five-year partnership extension with the English Football League (EFL) that will see Sky Bet continue as the League’s title partner until the end of the 2028/29 campaign.
Building on a decade-long partnership, the new rights fee represents a 50% increase from Sky Bet, providing significant revenues for EFL Clubs and support for the League’s overriding objective to make Clubs financially sustainable across all divisions.
The deal will also see Sky Bet invest £1 million per season and £6 million in total into a Community Fund held by the EFL to be invested into communities across England and Wales where EFL Clubs are located. Sky Bet and the EFL will use the funding to deliver activity via the EFL Trust and the network of Club Community Organisations (CCOs), with the initiatives in focus to be mutually agreed by the organisations.
Having first been agreed in 2013, the partnership – one of the longest and most significant in UK professional sport – is centred around a clear Memorandum of Understanding (MOU) between the two organisations that sets out how to deliver our joint objectives in a socially responsible way. This has always and rightly placed safer gambling at its heart, while also establishing a framework that allows us to engage the millions of EFL fans and connect them with the teams, players, and communities that they passionately support.
The MoU will continue to put the protection of children and other vulnerable individuals at its heart with both Sky Bet and the EFL making a renewed commitment to its approach in the promotion of the product.
Examples within the MoU include:
- Sky Bet will not actively market themselves or their products in family areas of club stadiums or advertise to young fans
- The EFL will dedicate a proportion of its central inventory to promote safer gambling messaging and support Sky Bet’s safer gambling campaigns
- Sky Bet will fund a player education programme across the EFL’s 72 clubs that will focus on the potential dangers of gambling and provide support and advice
Both Sky Bet and the EFL will share learnings and insight from the partnership with Government, other sports and sector stakeholders to help inform the new sports sponsorship Code of Conduct which is being developed in accordance with the Gambling Act Review White Paper’s proposals.
Flutter recently welcomed the publication of the Gambling Act Review, which we see as a significant positive moment for the UK gambling sector, raising standards and bringing the regulatory framework into the digital age.
As part of the agreement, Sky Bet will continue as Official Title Partner of the Sky Bet EFL and Sky Bet Play-Offs on a worldwide basis. Sky Bet will also have rights to award the official Manager, Player and Goal of the Month awards as well as the seasonal ‘Golden Boot’ and ‘Golden Glove’ awards in each division.
Commenting, Steve Birch, Sky Bet Chief Commercial Officer, commented: “I’m extremely proud of Sky Bet’s ongoing partnership with the EFL and delighted to have reached today’s agreement. Football is central to who we are and it’s great to be able to support the game and provide investment for Clubs across the Pyramid.
I’m particularly delighted that we can go one step further today with the announcement of our Sky Bet EFL Community Fund, seeking to make a real difference for people across England and Wales.
As the recent Sky Bet Play-Off Finals demonstrated, the EFL is going from strength to strength with packed grounds and millions watching games here in the UK and around the world.
We are absolutely committed to Safer Gambling, and I’m delighted that our partnership with the EFL shows how responsible betting and gaming operators, and sporting organisations can work together to promote safer gambling and tackle the issue of gambling harm.”
Commenting, Trevor Birch, EFL Chief Executive said: “For over a decade, Sky Bet has been a valuable partner for EFL Clubs, offering sustained investment to help Clubs navigate a volatile financial landscape and ensure fans can enjoy fantastic footballing entertainment in every corner of the country.
We have consistently seen our partnership evolve to move with the times and with community at the heart of the EFL, a new community investment fund is perfectly aligned and will help strengthen the partnership’s commitment to social responsibility.
The Government’s recent Gambling White Paper highlighted the social responsibility measures that have accompanied our partnership with Sky Bet as being an example of good practice for the wider sports sector to learn from and we will look to deepen our commitment to the promotion of safer gambling as part of this extension.
On behalf of our Clubs we thank Sky Bet for its ongoing support to English football and we look forward to seeing our much-loved competition develop yet further with the additional certainty this investment provides.”
Willemstad, Curacao, June 10th, 2026
New hero video brings together four football icons as Stake aims to place fans at the centre of the global football conversation
Stake Unveils Ambassador-Led Football Campaign
Stake has unveiled a new international football campaign featuring brand ambassadors Iker Casillas, Sergio Agüero, Eden Hazard and Patrice Evra, bringing together four of the game’s most recognisable figures in a hero video designed to capture the anticipation, excitement and emotion surrounding one of football’s biggest global tournaments.
The campaign, titled “It’s All At Stake”, forms part of Stake’s wider strategy to engage football fans across key international markets during a period expected to dominate sporting and cultural conversations around the world. The full campaign film is now available to watch on YouTube.
Four Football Icons, One Global Campaign
Created in partnership with specialist production teams, the campaign follows the four former internationals as they navigate the excitement, pressure and unpredictability that make major football tournaments such a unique global spectacle.
Combining humour, personality and football nostalgia, the creative reflects Stake’s continued investment in culturally relevant content that resonates with sports fans beyond the action on the pitch.
The campaign marks the first time Casillas, Agüero, Hazard and Evra have appeared together in a Stake production. Collectively, the quartet represent some of football’s most memorable moments of the modern era, having won major domestic, European and international honours throughout their careers.
Multi-Channel Distribution Strategy
The hero film is being distributed across Stake’s digital channels, including YouTube, Instagram and X, supported by ambassador amplification and additional promotional activity across international markets.
Alongside the main campaign film, Stake has released supporting social content across its channels, including an Instagram Reel showcasing key moments from the campaign.
The campaign has also been amplified through Stake’s official X account, where football fans can engage with and share campaign content.
The campaign has been designed to drive engagement among football audiences while reinforcing Stake’s position as one of the most visible brands operating within the sports and entertainment space.
Connecting Fans Through Football’s Biggest Moments
Football remains one of the world’s most powerful cultural forces, bringing together hundreds of millions of fans across continents, languages and generations.
Through its growing roster of ambassador partnerships and football-focused content initiatives, Stake continues to invest in campaigns that connect with supporters during the sport’s most significant moments.
The launch follows a period of sustained growth in Stake’s global sports marketing activity. By working with internationally recognised athletes and creating original content around major sporting events, the company has continued to strengthen its presence among football audiences worldwide.
As anticipation builds throughout the tournament period, Stake’s latest campaign aims to celebrate the passion, conversation and shared experiences that make football’s biggest occasions so memorable for fans everywhere.
About Stake
Stake is one of the world’s leading betting and entertainment brands, serving millions of customers across regulated and permitted markets globally. Through strategic partnerships, ambassador collaborations and original content initiatives, Stake continues to connect fans with sport’s biggest moments across football, combat sports, motorsport and other major sporting events.
Contact
Stake
The post Stake Unveils Global Football Campaign with Casillas, Agüero, Hazard and Evra appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.
Willemstad, Curacao, June 10th, 2026
New hero video brings together four football icons as Stake aims to place fans at the centre of the global football conversation
Stake Unveils Ambassador-Led Football Campaign
Stake has unveiled a new international football campaign featuring brand ambassadors Iker Casillas, Sergio Agüero, Eden Hazard and Patrice Evra, bringing together four of the game’s most recognisable figures in a hero video designed to capture the anticipation, excitement and emotion surrounding one of football’s biggest global tournaments.
The campaign, titled “It’s All At Stake”, forms part of Stake’s wider strategy to engage football fans across key international markets during a period expected to dominate sporting and cultural conversations around the world. The full campaign film is now available to watch on YouTube.
Four Football Icons, One Global Campaign
Created in partnership with specialist production teams, the campaign follows the four former internationals as they navigate the excitement, pressure and unpredictability that make major football tournaments such a unique global spectacle.
Combining humour, personality and football nostalgia, the creative reflects Stake’s continued investment in culturally relevant content that resonates with sports fans beyond the action on the pitch.
The campaign marks the first time Casillas, Agüero, Hazard and Evra have appeared together in a Stake production. Collectively, the quartet represent some of football’s most memorable moments of the modern era, having won major domestic, European and international honours throughout their careers.
Multi-Channel Distribution Strategy
The hero film is being distributed across Stake’s digital channels, including YouTube, Instagram and X, supported by ambassador amplification and additional promotional activity across international markets.
Alongside the main campaign film, Stake has released supporting social content across its channels, including an Instagram Reel showcasing key moments from the campaign.
The campaign has also been amplified through Stake’s official X account, where football fans can engage with and share campaign content.
The campaign has been designed to drive engagement among football audiences while reinforcing Stake’s position as one of the most visible brands operating within the sports and entertainment space.
Connecting Fans Through Football’s Biggest Moments
Football remains one of the world’s most powerful cultural forces, bringing together hundreds of millions of fans across continents, languages and generations.
Through its growing roster of ambassador partnerships and football-focused content initiatives, Stake continues to invest in campaigns that connect with supporters during the sport’s most significant moments.
The launch follows a period of sustained growth in Stake’s global sports marketing activity. By working with internationally recognised athletes and creating original content around major sporting events, the company has continued to strengthen its presence among football audiences worldwide.
As anticipation builds throughout the tournament period, Stake’s latest campaign aims to celebrate the passion, conversation and shared experiences that make football’s biggest occasions so memorable for fans everywhere.
About Stake
Stake is one of the world’s leading betting and entertainment brands, serving millions of customers across regulated and permitted markets globally. Through strategic partnerships, ambassador collaborations and original content initiatives, Stake continues to connect fans with sport’s biggest moments across football, combat sports, motorsport and other major sporting events.
Contact
Stake
The post Stake Unveils Global Football Campaign with Casillas, Agüero, Hazard and Evra appeared first on Americas iGaming & Sports Betting News.
Willemstad, Curacao, June 10th, 2026
New hero video brings together four football icons as Stake aims to place fans at the centre of the global football conversation
Stake Unveils Ambassador-Led Football Campaign
Stake has unveiled a new international football campaign featuring brand ambassadors Iker Casillas, Sergio Agüero, Eden Hazard and Patrice Evra, bringing together four of the game’s most recognisable figures in a hero video designed to capture the anticipation, excitement and emotion surrounding one of football’s biggest global tournaments.
The campaign, titled “It’s All At Stake”, forms part of Stake’s wider strategy to engage football fans across key international markets during a period expected to dominate sporting and cultural conversations around the world. The full campaign film is now available to watch on YouTube.
Four Football Icons, One Global Campaign
Created in partnership with specialist production teams, the campaign follows the four former internationals as they navigate the excitement, pressure and unpredictability that make major football tournaments such a unique global spectacle.
Combining humour, personality and football nostalgia, the creative reflects Stake’s continued investment in culturally relevant content that resonates with sports fans beyond the action on the pitch.
The campaign marks the first time Casillas, Agüero, Hazard and Evra have appeared together in a Stake production. Collectively, the quartet represent some of football’s most memorable moments of the modern era, having won major domestic, European and international honours throughout their careers.
Multi-Channel Distribution Strategy
The hero film is being distributed across Stake’s digital channels, including YouTube, Instagram and X, supported by ambassador amplification and additional promotional activity across international markets.
Alongside the main campaign film, Stake has released supporting social content across its channels, including an Instagram Reel showcasing key moments from the campaign.
The campaign has also been amplified through Stake’s official X account, where football fans can engage with and share campaign content.
The campaign has been designed to drive engagement among football audiences while reinforcing Stake’s position as one of the most visible brands operating within the sports and entertainment space.
Connecting Fans Through Football’s Biggest Moments
Football remains one of the world’s most powerful cultural forces, bringing together hundreds of millions of fans across continents, languages and generations.
Through its growing roster of ambassador partnerships and football-focused content initiatives, Stake continues to invest in campaigns that connect with supporters during the sport’s most significant moments.
The launch follows a period of sustained growth in Stake’s global sports marketing activity. By working with internationally recognised athletes and creating original content around major sporting events, the company has continued to strengthen its presence among football audiences worldwide.
As anticipation builds throughout the tournament period, Stake’s latest campaign aims to celebrate the passion, conversation and shared experiences that make football’s biggest occasions so memorable for fans everywhere.
About Stake
Stake is one of the world’s leading betting and entertainment brands, serving millions of customers across regulated and permitted markets globally. Through strategic partnerships, ambassador collaborations and original content initiatives, Stake continues to connect fans with sport’s biggest moments across football, combat sports, motorsport and other major sporting events.
Contact
Stake
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