As a partner of the English Football League (EFL), Sky Bet has introduced its #StepUp campaign which will focus on the current play-offs.
The Flutter Entertainment betting and gaming brand continues the messaging around the play-offs it has displayed for the past three seasons, featuring on-pitch activations and video content.
Sky Bet, which is title sponsor of the EFL Championship, also detailed that it will be ‘on the ground’ at Wembley Stadium to provide build-up and post-match reactions via its social media channels.
Michael Afflick, Sky Bet Brad, Creative & Sponsorship Director, commented: “The Play Offs are one of the most entertaining spectacles in world football.
“For two teams from each division, one match will result in the ultimate ecstasy, or devastating agony, and Sky Bet’s #StepUp campaign will bring fans unrivalled behind-the-scenes access that captures every aspect, available exclusively across our social media channels.”
Additionally, the Leeds-based operator has partnered with online media outlet LADBible to produce insider content covering the League Two and Championship Play Off finals.
This will include ‘exclusive behind-the-scenes’ assessments ahead of the two respective finals, enabling some of the leagues’ ‘most devoted fans’ to provide commentary across each match.
The title sponsor of the EFL, Sky Bet renewed its agreement with the league in 2018 for a five year period. The partnership has been described by the firm’s CEO Steve Birch as one of the most significant in professional sports.
Over the past season, the company has directed its messaging heavily towards player protection and responsible gambling – 70% of its EFL advertising has focused on these areas over the 2021/22 season, such as promoting the TalkBanStop initiative.
Commencing on Friday night, the first leg of the EFL Championship playoffs saw a draw between Luton Town and Huddersfield, whilst the following day Nottingham Forest beat Sheffield United.
The next two matches will take place tonight and tomorrow respectively, with the winners securing their place in the playoff final at Wembley Stadium on 29 May.