Sky Bet appoints M&C Saatchi Sport & Entertainment for Football League sponsorship activation

Appointment: The agency will handle sponsorship activation

Sky Bet has appointed M&C Saatchi Sport & Entertainment to activate its sponsorship of the Football League following a competitive pitch.

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.”

The campaign will be ready for the kick-off of the 2014/15 season.

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