Sky Bet to launch a £1m responsible gambling campaign for the EFL

Sky Bet has announced that it will provide £1m to fund a responsible gambling programme to educate all football league clubs about gambling related harm.

EFL logo

EFL players and staff will be educated via the awareness programme about the dangers of gambling. © EFL global.

The campaign comes alongside Sky Bet’s sponsorship of the English football League (EFL). The operator secured a five-year extension to the sponsorship in November last year.

The programme will be delivered to the players and staff of all 72 teams in the EFL. The consultancy, EPIC Risk Management, will deliver the awareness programme over the five-year term of Sky Bet’s sponsorship of the football league.

The operator hopes that the campaign will help players to understand the risks associated with gambling, the rules related to integrity and gambling, along with educating them in how to spot signs of problem gambling among their colleagues.

The programme will be launched before the start of the 2018/19 season. The first clubs to take part are Norwich City, Birmingham City, Brentford, Accrington Stanley, Carlisle United, Lincoln City, Charlton Athletic, Oldham Athletic, Newport County and Portsmouth.

Richard Flint, CEO 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.Richard Flint, Sky Betting & Gaming CEO.

The operator had pledged to put responsible gambling at the heart of its sponsorship of the EFL and appears to be doing so via this programme and its when the fun stops stop campaign.

Sky Bet utilising customer data to protect against problem gambling

Richard Flint also spoke with LBC radio this week. He discussed the issue of customer data and how the operator utilises this data to look out for signs of problem gambling or people gambling beyond their means.

The CEO said he was in favour of tighter regulation of the industry and that operators should do more to reduce problem gambling through the use of customer data.

Flint also admitted that there are extreme cases where customers are so addicted to gambling that drastic action should be taken, such as shutting down their account.

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