Betting group Sky Bet has announced that they've reached an agreement with the English Football League that'll see the two groups working together through the 2028-2029 season.
The two entities have been working together for the past decade, with Sky Bet working as a sponsor. The company will be paying 50% more for the sponsorship, with the company investing £1 million per season, coming into £6 million total for the EFL Community Fund, which does to different locations throughout both England and Wales.
For Sky Bet, the agreement gives the company additional exposure in a key market.
Regarding the agreement, Sky Bet CCO Steve Birch said, "I'm extremely proud of Sky Bet's ongoing partnership with the EFL and delighted to have reached today's agreement. Football is central to who we are and it's great to be able to support the game and provide investment for clubs across the pyramid.
"I'm particularly delighted that we can go one step further today with the announcement of our Sky Bet EFL Community Fund, seeking to make a real difference for people across England and Wales."
English Football League CEO Trevor Birch added: "We have consistently seen our partnership evolve to move with the times and, with community at the heart of the EFL, a new community investment fund is perfectly aligned and will help strengthen the partnership's commitment to social responsibility.
"On behalf of our clubs, we thank Sky Bet for its ongoing support to English football and we look forward to seeing our much-loved competition develop yet further with the additional certainty this investment provides."