Sky Bet and EFL have signed a new five-year headline sponsorship deal taking their relationship through to the 2023/24 season.

The deal will see more money going to the seventy-two EFL clubs and responsible gambling messages on every club shirt.

Sky Bet has also launched a responsible gambling marketing campaign with a new Jeff Stelling, "When the Fun Stops, Stop" TV ad. screening during Sky Sports football coverage last weekend.

The campaign argues that "nothing should get in the way or our enjoyment of sport, definitely not betting".

The new agreement represents a 20% year-on-year increase from 2019/20 on the current deal and will see the working relationship extended to eleven years, making it one of the longest and most significant partnerships in professional sport.

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".

The TV ad. is being supported by a digital and social media campaign introducing Sky Bet customers to "Three Simple Tools" to help them stay in control of their gambling.

This content, featuring Matt Le Tissier, Phil Thompson and Charlie Nicholas, is designed to raise awareness of the deposit limit, cool off and self-exclusion responsible gambling tools available to all Sky Bet customers.

Campaign content will also feature across national print, radio, Facebook, Twitter, the Sky Bet website, in the Sky Bet App, and in emails to Sky Bet customers. Sky Bet will also highlight the same messages in all EFL match day programmes across every fixture this weekend and on LED boards across grounds throughout the country.

Overall, says Sky Bet, more than a million people are expected to have seen some aspect of this campaign in just one weekend and the campaign is set to run across a number of channels weekly.

Rob Painter, Brand and People Director, at Sky Betting & Gaming said: "Obviously tackling gambling related harm goes beyond raising awareness of responsible gambling tools but we felt it was important that we put our marketing and sponsorship expertise behind our efforts to help our customers gamble safely.

"I'm proud that we've put responsible gambling at the heart of all aspects of our marketing strategy".