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Sky Bet announces new EFL partnership promoting more responsible gambling

Responsible gambling will be a new focus for Sky Bet after the bookmaking giant announced the latest update to its partnership with the English Football League (EFL).

The sports industry is in the midst of a controversial period, with many questioning the close relationship between betting companies and major teams or organisations.

But Flutter Entertainment, the group that counts Sky Bet among its catalogue of properties, hopes to achieve its goals in a “socially responsible way” as its relationship with the EFL passes the 10-year mark.

“This has always and rightly placed safer gambling at its heart, while also establishing a framework that allows us to engage the millions of EFL fans and connect them with the teams, players, and communities that they passionately support,” said Sky Bet chief commercial officer Steve Birch. “And if last year’s footballing drama is anything to go by, they are in for another treat this season.”