Flutter Entertainment’s Sky Bet has partnered with Leeds Rhinos Women’s Netball in an expansion of its engagement with women’s sport.
Announcing the partnership on LinkedIn, Sky Bet Chief Commercial Officer, Steve Birch, asserted that the sponsorship coincides with a growth phase for netball.
The sport is one of the most widely played across the UK, with over three million active annual players. It is also building up a considerable media presence.
Over six million tuned in to watch the 2023 Netball World Cup, where England finished as runners-up. In the UK, the Netball Super League (NSL) – the country’s top-flight – has secured continued broadcast coverage via renewals with Sky Sports and the BBC.
Birch remarked: “Through this partnership, we’re dedicated to supporting the team’s ambition to rise as one of the premier professional women’s teams in netball.
“Putting funding into Leeds, where Flutter Entertainment Plc have a large office is really important to us, and this is a great partnership to allow us to do just that.
“It is especially pleasing given the great work Leeds Rhinos Rugby League Club and Leeds Rhinos Foundation do in the city.”
Flutter also intends to further build up its profile in Leeds via the partnership. As referenced by Birch, the company maintains a large office in the West Yorkshire city, primarily serving as the HQ for Sky Bet, one of its flagship brands.
The deal also shows that various brands and corporations are becoming increasingly aware of the opportunities present in netball. This has been observed by stakeholders in other sports – for example, Nottingham Forest announced last week that it will launch a NSL team in 2025.
