Chief Commercial Officer Steve Birch of Sky Betting and Gaming has spoken on Sky Betting's relationship with the English Football League (EFL) Championship via the Betting and Gaming Council.
Together, the two businesses have had a historic relationship; Sky Bet originally sponsored the EFL back in 2013.
The two have worked on other projects together since then, including a five-year renewal of the collaboration back in June and a dedication in 2018 to ethical gaming.
Reflecting on the alliance now, Birch said: "Much has changed on the pitch since we became EFL title sponsors for the 2013-2014 season."
Yeovil was in the Sky Bet Championship whereas Luton Town was still playing non-league football back then.
"With our safer gambling messaging, I can guarantee there will be some changes around the side of the pitch too – even though I cannot forecast who will be going up or down this season."
Sky Bet has included a variety of responsible gambling tools into its platform to support this, including deposit restrictions, cool-off intervals and self-exclusion tools.
One of the most user-friendly tools, the Reality Check Tool lets users create interval-based reminders using Sky Bet products that cause them to log off following predetermined intervals.
"Those who were lucky enough to view the Sky Bet Championship Play-Off Final between Luton and Coventry would have seen perimeter advertising hoardings highlighting that more than 1 million people have now signed up to our safer gambling tools at Sky Bet – enough to fill 11 Wembleys," Birch said.
"Our parent firm Flutter has set a demanding aim of 75% of consumers adopting SG technologies by 2030.
"At Sky Bet, we're already at 50% and it's a great tribute to everyone in our company; the teams of people in our Leeds head office committed to customer safety are especially noteworthy."
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