Sky Bet, the online gaming subsidiary of UK pay-television broadcaster BSkyB, has appointed M&C Saatchi Sport & Entertainment to activate the former’s title sponsorship of the English Football League.
The agency, which was appointed following ‘a competitive pitch process’, will create a campaign that demonstrates Sky Bet’s commitment to putting money back into the game.
The Football League, which operates the divisions immediately below the top-tier Premier League, signed up Sky Bet as a title sponsor ahead of the recently-completed 2013-14 season.
“The coming together of Sky Bet and the Football League gives us the perfect opportunity to engage with millions of football fans spanning 72 communities,” Sky Betting and Gaming marketing director Rob Painter said.
“We feel that the addition of M&C Saatchi Sport & Entertainment will help us achieve this goal in a truly compelling way and we look forward to working together.”
Steve Martin, chief executive officer of M&C Saatchi Sport & Entertainment, added: “Sky Bet is a brand that is really going places so it is a hugely exciting moment for us to be appointed following a rigorous pitch process.
“We are looking forward to implementing an integrated plan focused around a big, simple idea that we believe will deliver a step change for the brand – and we hope this will become the foundation of a long-lasting partnership.”
source : www.igamingbusiness.com
