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Sky Betting and Gaming’s Chief Commercial Officer, Steve Birch, has emphasized his company’s long-standing cooperation with the English Football League (EFL), underlining their shared commitment to responsible gambling. Birch’s statement to the Betting and Gaming Council (BGC) in the UK, as the relationship enters its second decade, emphasized the effective coordination between the operator and the soccer league.
Birch praised the partnership’s longevity, calling it “one of the most enduring and successful relationships in professional sports.” He also emphasized the collaboration’s shared commitment on social responsibility, citing the UK government’s acknowledgement of the relationship as an example of healthy sponsorship in the midst of current gaming reforms.
Sky Betting and Gaming’s Chief Commercial Officer hinted to the company’s plan to promote responsible gaming messages and initiatives further. Birch stated that adjustments will be implemented in conjunction with the pitch, adding on the company’s commitment to responsible gaming.
Birch emphasized how the recent Sky Bet Championship Play-Off Final between Luton Town and Coventry showcased the company’s new perimeter advertising, demonstrating the integration of safer gambling marketing inside live sporting events. Sky Betting and Gaming had previously used initiatives such as the “Take Time to Think” marketing via sleeve badges on soccer jerseys.
Birch emphasized the significance of promoting safer gambling messaging in the physical arena. He outlined the safer gambling tools provided by Sky Betting and Gaming, including deposit limits, loss limits, and timeouts, designed to ensure players can enjoy gambling responsibly. Birch stressed the effectiveness of deposit limits, indicating that customers who use them are more likely to stick to their intended budget.
He also mentioned the ambitious target set by Flutter, Sky Betting and Gaming’s parent company, aiming to have 75% of customers utilizing such tools by 2030. Birch shared that around 50% of Sky Bet’s customers are already utilizing these solutions, showcasing the company’s dedication to player safety.
Birch reaffirmed that the company’s approach to safer gambling goes beyond mere words, reflecting its genuine commitment. He highlighted how technology and data are harnessed to implement the right protections and ensure that marketing campaigns have a meaningful and positive impact.
The CCO acknowledged that the majority of players gamble responsibly but stressed the importance of safeguarding the minority who may be vulnerable. Birch concluded by affirming the alignment of values between Sky Betting and Gaming and the EFL in prioritizing player safety, particularly as the new soccer season unfolds.