Sky Bet commits £1m to responsible gambling drive

Sky Bet has launched a new responsible gambling campaign focused on the 72 clubs across the English Football League (EFL).

Developed as part of its ongoing partnership with the EFL, the initiative has been designed to educate players and staff at all clubs about gambling-related harm.

Independent harm minimisation consultancy EPIC Risk Management will deliver the programme on behalf of Sky Bet, which currently serves as title sponsor of the EFL’s Championship, League 1 and League 2 competitions.

The programme will begin at Birmingham City, Norwich City, Charlton Athletic, Brentford, Accrington Stanley, Carlisle United, Lincoln City, Newport County, Oldham Athletic and Portsmouth during the off-season.

The Drum reported that Sky Bet will invest £1m (€1.2m/$1.3m) in the latest programme.

Richard Flint, chief executive of Sky Betting & Gaming, said: “When we announced the extension of our EFL sponsorship we were keen to put safer gambling at the heart of our renewed partnership.

“By funding such a vital service for every club we want to play our part in reducing gambling related harm amongst their players and wider staff.

“I firmly believe that responsible operators can add value to sport through partnerships like this.”

EFL chief executive Shaun Harvey added: “Betting in football should only serve to enhance the match day experience and I hope that by providing our campaign with visibility at every single game that supporters will be encouraged to stay in control and gamble safely.

“The work that will take place with EFL clubs, players and staff alike is a hugely significant step forward and will hopefully have a positive impact on all participants in the professional game for many years to come.”

The launch comes after the UK Gambling Commission earlier this month issued an update on its responsible gambling drive, urging operators to do more to help protect their customers.

The Senet Group, which is dedicated to addressing problem gambling through consumer information programmes, also recently called for the UK industry to adopt a responsible gambling campaign with “high levels of engagement with players”.

Related articles: Gambling Commission updates on responsible efforts
Senet urges engaging responsible gambling campaign