Sky in the Pie-Bye, Bye nPower, Hello Sky Bet!
Sky Bet, in their first ever off-screen sponsorship deal, will now be the title sponsor of the Football League for the next five seasons.
The deal begins for the 2013-14 campaign, and the Football League's will now be known as 'The Sky Bet Championship', 'Sky Bet League 1' and 'Sky Bet League 2'.
Chairman of the Football League, Greg Clarke said of the deal:
'I am delighted to welcome Sky Bet to working with The Football League and its clubs. This agreement takes our long term partnership with Sky to a new level and provides a genuine boost to clubs ahead of the new season.'
Managing Director of Sky Bet, Richard Flint, added:
'This is a ground breaking partnership for Sky Bet. Sponsorship of The Football League helps us engage with millions of football fans spanning all 72 league clubs. It was important for us that we are able to demonstrate our commitment to all Football League clubs and fans nationwide. The strength of our technology supported by a trusted brand that is part of the fabric of football means we're ideally placed to add to the match day experience of fans. We know that having a bet on the match can make it more exciting, with our industry leading mobile apps and website they can place their bets quickly and conveniently whether going to the match of watching it on Sky at home.'
As part of the partnership Sky Bet will also be offering customers exclusive access to competitions and promotional offers, including match tickets at points.
The Football League and Sky Sports have also come to a fresh screening agreement that will extend the current deal from the 2015-16 season for three years.
This will see the overall deal, including the current two remaining years, extended to five with an expiry in 2018.
The deal in 2015 will see a total of 148 live games shown from the Sky Bet Football League, the Capital One Cup and the Johnstone's Paint Trophy.
Sky Sports will, from August 2015, exclusively broadcast:
112 League matches.
The Football League Play Offs, including all three Finals.
15 matches from the Capital One Cup, including both legs of the Semi Final and then the Final.
The Johnstone's Paint Trophy Final and at least a minimum of two matches from earlier rounds.
The deal also includes highglights packages that will span television, the internet, on demand and mobile services.
Footall League Chairman, Greg Clarke, said of the extended deal:
'We place huge value on the commitment Sky has made to our competitions and our clubs over many seasons and we are delighted that they wish to extend our relationship in this way. Supporters will also welcome this news given the outstanding breadth of coverage delivered. The Football League is focused on delivering sustainability to our member clubs and this agreement will help us achieve that aim.'
Managing Director of Sky Sports, Barney Francis, added:
'This agreement offers Sky Sports viewers more matches, more choice and more drama from all 72 clubs across The Football League. We are proud of our partnership with The Football League and can look forward to even more dram and excitement from its competitions for another five seasons.'