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Football League sponsors, Sky Bet, has appointed M&C Saatchi Sport & Entertainment to activate its overall sponsorship

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Football League sponsors, Sky Bet, has appointed M&C Saatchi Sport & Entertainment to activate its overall sponsorship. The sponsorship deal is about to go into its second season after Sky Bet did a last minute deal in 2013 following B&Q's late pull-out

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.

LM

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