The agency will create a campaign highlighting Sky Bet’s re-investment of a share of revenue generated by registered fans back into the football league.
Steve Martin, CEO of M&C Saatchi Sport & Entertainment, said: “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.”
Rob Painter, marketing director of Sky Betting and Gaming, added: “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.
“We feel the addition of M&C Saatchi Sport and Entertainment will help us achieve this goal in a truly compelling way and we look forward to working together.”
There is a feeling amongst some clubs that the deal has not been prevalent enough.