Sky Bet and EFL have signed a new five-year headline sponsorship deal, which will take the relationship through to the 2023/24 season.

The deal will see more money going to the 72 EFL clubs, while responsible gambling messages will be displayed on every club shirt.

The new agreement between Sky Bet and EFL represents a 20 per cent year-on-year increase from 2019/20 on the current deal and will see the working relationship extended to 11 years.

Richard Flint, CEO of Sky Betting & Gaming said: “We’re delighted to sign this new deal with the EFL and believe the additional focus we and the League are both placing on responsible gambling will show that well run betting operators can play an active part in raising awareness of problem gambling.

“By using our sponsorship and marketing capabilities to highlight how customers can gamble safely we hope to ensure that nothing gets in the way of people’s enjoyment of sport, definitely not betting.”

Sky Bet will also be launching its responsible gambling marketing campaign, which argues that “nothing should get in the way or our enjoyment of sport, definitely not betting”.

The campaign features a brand new TV advert, which will be shown during Sky Sports’ Premier League and EFL Championship coverage this weekend, and featuring Sky Sports presenter Jeff Stelling.

The Soccer Saturday presented will remind customers of the well-known message, ‘When the fun stops, stop’.