Sky Bet sponsors Football League highlights show
Leeds-based operator to co-sponsor Channel 5's new Football League Tonight TV show for 2015-16 season
Sky Betting and Gaming has signed a deal to sponsor Channel 5’s new Football League highlights show as the operator looks to build on the success of its ongoing sponsorship of the football competition, eGaming Review can reveal.
The operator, along with British pasty maker Ginsters, is co-sponsor of Football League Tonight for the 2015-16 season, which will be aired for the first time at 9pm this Saturday.
Sky Betting and Gaming is the title sponsor the Football League after the Leeds-based firm signed a deal to sponsor of all three divisions in 2013.
“We are delighted to be the title sponsor of the new show to further leverage our sponsorship of the Football League Championship, League One and League Two,” Rob Painter, Sky Betting and Gaming marketing director, told eGR.
“This is also part of Sky Bet’s growing investment in media and sponsorship as we aim to grow market share rapidly,” he added.
Football League Tonight replaces the BBC’s Football League Show as the main TV highlights programme for the three divisions, running weekly on Saturday nights with additional midweek shows.
News of the sponsorship comes after Sky Betting and Gaming yesterday announced its new multi-channel marketing campaign ‘Betting Better’.