The Football League and Sky Bet agree new three-year deal

The Football League has signed a new three-season title sponsorship agreement with the Leeds-headquartered online bookmaker and current partner, Sky Bet.

The new agreement, which will provide increased revenue to League clubs, is set to begin in August 2016 and run until at least 2019, with the title sponsorship once again becoming a standalone arrangement.

Following the recently announced re-branding of The Football League to the EFL, the competition will become known as the Sky Bet EFL with its three divisions continuing to be known as the Sky Bet Championship, Sky Bet League One and Sky Bet League Two.

Sky Bet will also be the title sponsor of the Sky Bet Play-Offs.

Shaun Harvey, the Football League chief executive, said: “At a time when The Football League is very much focused on its future, which includes our imminent re-branding to the EFL, it is a great encouragement to see Sky Bet putting their continued faith in our competition and our clubs.

“This is an excellent way to end an outstanding year of league football and, on behalf of clubs, I would like to offer my appreciation to Sky Bet for their continued commitment.”

Richard Flint, Sky Bet chief executive, added: “Over the last couple of seasons we’ve loved working with the League, its clubs and the fans and so are delighted to extend Sky Bet’s sponsorship. We are proud to continue our investment in such a fantastic competition and look forward to making betting better for football fans.”

The League has also revealed the new EFL divisional logos and colours with the Sky Bet Championship logo featuring a new gold design, Sky Bet League One a silver design and Sky Bet League Two a red design. The logo for the Sky Bet Play-Offs will combine the three colours together.