Online bookmaker Sky Bet has agreed to become the Football League's new title sponsor.
The deal, which has been branded "a ground-breaking partnership" by Sky Bet's managing director Richard Flint, will see the Football League's three divisions be renamed 'The Sky Bet Championship', 'Sky Bet League One' and 'Sky Bet League Two'.
Flint said in a statement: "The 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, starting with our trading team going top price on all Football League teams to win their respective league.
"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."
"This is a ground-breaking partnership for Sky Bet. As title sponsor, we are relishing the opportunity to enhance the football experience for Football League fans through our range of league specific markets and price boosts."
The Football League and Sky Sports have also today agreed a new three-year broadcasting rights agreement.
Matt Law
