Sky Bet Extends EFL Title Sponsor Deal
EFL's and Sky Bet his week announced a record five-year partnership that will see the sports gaming company continue as headline sponsor of the Sky Bet EFL until 2023-24. The new agreement represents a 20% year-on-year increase from 2019-20 on the current deal (current deal is worth around £7m per year, plus a share of revenues) and will see the working relationship extended to 11 years.
Sky Bet to Continue as EFL Headline Sponsor Until At Least 2023-24 + New Marketing Campaign For Gamble Safety
EFL announced that there will be a new marketing campaign led by Sky Bet, underpinned by an enhanced Memorandum of Understanding (MOU), designed to help its customers stay in control and gamble safely. The campaign argues that "When the fun stops. Stop." and will be prominent across online, print, radio and on TV, while sleeve patches worn by all EFL players will feature a responsible gambling message to illustrate both parties' commitment to the cause.
Sky Bet EFL Deal - Included Rights
- Remain as the EFL's title sponsor on a worldwide basis
- Sky Bet To Continue As EFL SponsorRemain as the exclusive betting and gaming partner of EFL Digital
- Become the official betting and gaming partner of iFollow
- Have the right to live stream 16 midweek EFL Championship fixtures on a ‘watch and bet' basis
- Have the right to live stream content from Club grounds such as squad details and live odds from inside EFL grounds on a matchday
- Remain as title partner of the Sky Bet Play-Offs
- Display branding in stadiums at all EFL matches
- In addition to the Player of the Month, Manager of the Month and Goal of the Month Awards, Sky Bet will have the right to award a ‘Golden Boot' to the top scorer in each division at the end of the season
- They will also have the right to award a ‘Golden Glove' to the top goalkeeper
EFL Chief Executive, Shaun Harvey, said: "This agreement represents the largest title sponsorship in FL history and once again illustrates how our commercial operations are maximising the revenue opportunities and exposure for the EFL and its Clubs.
"Sky Bet has been a significant and valued partner since first sponsoring the EFL in 2013/14. They have helped support the growth of the EFL and its competitions and I would like to thank Sky Bet, not only for their efforts in the partnership to date, but also for their vision and foresight during the negotiation phase.
"I am delighted that an agreement has been reached and the EFL is looking forward to continuing to work with our friends at Sky Bet from now until 2024 on enhancing the experience for supporters whilst ensuring this is done in the most appropriate and responsible way."
Sky Betting & Gaming Chief Executive, Richard Flint, added: "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."
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Fujieda MYFC 26-27 Kits Released
Japanese J2 League club Fujieda MYFC have officially unveiled their new 2026-27 kits, produced by sportswear brand Gol. Designed under the theme "Merge," the new shirts symbolize the fusion of the ball, boots, players' spirit, fans, and partners uniting for the upcoming season. The collection features bespoke graphic patterns across the home, away, and goalkeeper jerseys, with sponsor logos cleanly integrated throughout the designs. The new Fujieda MYFC 2026-27 kits will be available to purchase starting in late June 2026 via the official J.League online store.
Matsumoto Yamaga 26-27 Home & Away Kits Released
Japanese J3 League club Matsumoto Yamaga FC have revealed their new 2026-27 home and away kits. The new Adidas Matsumoto Yamaga 2026-27 shirts introduce bespoke designs for the club.
Como 1907 Announce Kit Design Contest
Italian club Como 1907 has launched a new design contest, inviting fans and designers to create a new look for the team. While the official announcement asked supporters to design a t-shirt for Como, it is likely that the club is referring to a football kit, given the context of the post and the reactions from the fanbase.
The club has kept the instructions incredibly open, stating there is no brief, no rules, and no excuses. To enter the competition, fans simply need to create their design, post it on Instagram, and tag the official Como 1907 account.
The announcement has already sparked significant interest online, with numerous supporters sharing their concepts and ideas. Whether the winning design will be produced as an official match kit, a pre-match shirt, or a special edition lifestyle item remains to be seen, but it offers a unique opportunity for fans to leave their mark on the club's visual identity.
FIFA Denies Guillermo Ochoa 2026 World Cup Legacy Patch Over Appearance Rules
Guillermo Ochoa has been denied the chance to wear FIFA's new legacy patch at the 2026 World Cup. Despite being selected for six World Cup tournaments spanning from 2006 to 2026, the Mexican goalkeeper does not meet the strict criteria set by FIFA. The governing body requires players to have made on-pitch appearances in at least five different World Cups to qualify for the special badge.
Ochoa did not play any minutes during the 2006 and 2010 tournaments, meaning he has only registered on-pitch appearances in three World Cups prior to the 2026 edition. Because of this, FIFA officially refused to award him the patch. Other veterans playing in the tournament, such as Lionel Messi, Cristiano Ronaldo, Luka Modric, Manuel Neuer, and Yuto Nagatomo, have received the legacy patch for meeting the five-tournament appearance threshold.
The Mexican Football Federation is reportedly planning to push for a reconsideration of the ruling. If Ochoa features in a match during the 2026 tournament, the federation intends to appeal FIFA's decision in hopes of securing the legacy patch for the veteran goalkeeper.
Yokohama FC 26-27 Home & Away Kits Released
Japanese J2 League club Yokohama FC have officially released their new Puma 2026-27 home, away, and goalkeeper kits. The new Yokohama FC 26-27 shirts feature an abstract graphic design that represents flow and movement across all the jerseys. The home jersey is predominantly blue, while the away kit is white. The goalkeeper kits complete the collection in red and yellow colorways. The Puma Yokohama FC 2026-27 kits are available to purchase via the club's online store.
