⚽ Sky Bet says EFL deal is about more than reach

Sky Bet has offered a closer look at its long-running EFL partnership, saying the value goes beyond shirt-front visibility and into deeper fan connection and brand building ⚽📈. Speaking to iGaming Expert, Senior Sponsorship Manager Eimhear Breen said the deal has evolved with changing fan engagement habits. Why it matters: as sports sponsorship becomes more scrutinised, operators need partnerships that deliver measurable audience relevance, not just exposure 🤝. Sky Bet’s stance suggests football sponsorship is shifting towards longer-term brand strategy across the iGaming sector. 🌐 Source: iGaming Expert