MPs urge EFL to end Sky Bet deal following “final straw" over affiliate revelations

A cross-party group of MPs have written to the English Football League (EFL) imploring the body to end its partnership with Sky Bet following revelations over the commercial details of the deal. In a letter addressed to EFL chair Rick Parry, the MPs said the recent confirmation that EFL clubs had been entitled to a share of supporters’ losses as part of the affiliate partnership arrangement within the deal with Sky Bet was the “final straw”. As reported by the Daily Telegraph, the letter, signed by Liberal Democrat peer Lord Foster of Bath, Labour MPs Sir George Howarth, Rebecca Long-Bailey, Dan Carden, Zarah Sultana and Kim Johnson, plus the Scottish National Party’s Ronnie Cowan, was scathing in its assessment of the partnership. Under the remit of the deal between the EFL and Sky Bet, the affiliate portion of the deal lasts for six years and was scrapped three years ago. However, some EFL teams have continued to receive payments and would do so until the Sky Bet’s sponsorship of the EFL ended in 2024. The letter, which also referenced the fact Sky Betting & Gaming (SBG) had been fined £1.2m by the UK Gambling Commission last year for marketing failures, was damning in its assessment of the EFL’s relationship with Sky Bet. The letter read: “We are writing to urge you to take immediate action on the relationship between gambling and football, following the revelation that the EFL’s sponsorship deal with Sky Bet has resulted in clubs taking a cut of their own fans’ gambling losses. “As a group of parliamentarians absolutely committed to preventing gambling harm, we were shocked to discover that fans are being exploited in this way. This is unacceptable and this latest development is the final straw in a relationship that has clearly gone too far.” The politicians also urged the EFL to bring an end to legacy affiliate payments and to terminate its relationship with Sky Bet in 2024, as well as promise not to partner with an alternative gambling firm. The letter concluded: “More broadly, we also urge you to do the right thing and voluntarily begin the process of ending all gambling advertising and sponsorship in the EFL.” Earlier this year, SBG CCO Steve Birch confirmed further responsible gambling messaging would be a core pillar of the operator’s partnership with the EFL for the 2022-23 season. As part of its new strategy, branded sleeve badges on shirts, every matchday programmes and big screen adverts allocated to Sky Bet will be dedicated to the responsible gambling slogan. Additionally, the operator will actively seek to raise awareness of “TalkBanStop”, the collaborative partnership between GamCare, Gamban and Gamstop.