The English Football League (EFL) and Sky Bet have signed a five-year collaboration renewal. Sky Bet will continue to be the Football League's championship partner across three divisions under the new agreement. The cooperation will last until the end of the 2028/29 season.

Sky Bet will invest £1 million ($1.25 million) per season in the EFL's Community Fund, which will be used to benefit communities around the country. 

Sky Bet debuted a new 3D creative campaign last month at Wembley Boxpark. The advertisement was placed along Wembley Way, visible to supporters as they approached the stadium, and immediately flashed the victorious team's name and colours following the final whistle.

This was part of a promotion commemorating the 10-year anniversary of Sky Bet's collaboration with the EFL.

The new expansion will place an enhanced emphasis on responsible gambling. This will include a Memorandum of Understanding designed to protect children and other potentially vulnerable individuals.

This Memorandum will involve Sky Bet not actively promoting to families, allocating a portion of their inventory to promote safe gambling messages, and financing a player education campaign across the EFL's 72 clubs.

Steve Birch, Sky Bet COO, stated, "I'm extremely proud of Sky Bet's ongoing partnership with the EFL and delighted to have reached today's agreement." Football is important to who we are, and it's fantastic to be able to support the game and invest in clubs across the pyramid."