Sky Bet has launched its latest campaign as a partner of the English Football League (EFL), focusing on the upcoming Play Offs deciding the promotion hopes of several teams.

The campaign, labelled #StepUp, will see the Flutter Entertainment betting and gaming brand continue the messaging around the play-offs it has displayed for the past three seasons.

On-pitch activations and video content will also feature in the campaign, whilst Sky Bet detailed that it will be ‘on the ground’ at Wembley Stadium to provide build-up and post-match reactions via its social media channels. 

“The Play Offs are one of the most entertaining spectacles in world football,” said Michael Afflick, Sky Bet Brad, Creative & Sponsorship Director.

“For two teams from each division, one match will result in the ultimate ecstasy, or devastating agony, and Sky Bet’s #StepUp campaign will bring fans unrivalled behind-the-scenes access that captures every aspect, available exclusively across our social media channels.”

Additionally, the Leeds-based operator has partnered with online media outlet LADBible to produce insider content covering the League Two and Championship Play Off finals. 

This will include ‘exclusive behind-the-scenes’ assessments ahead of the two respective finals, enabling some of the leagues’ ‘most devoted fans’ to provide commentary across each match. 

The title sponsor of the EFL, Sky Bet renewed its agreement with the league in 2018 for a five year period. The partnership has been described by the firm’s CEO Steve Birch as one of the most significant in professional sports. 

Over the past season, the company has directed its messaging heavily towards player protection and responsible gambling – 70% of its EFL advertising has focused on these areas over the 2021/22 season, such as promoting the TalkBanStop initiative. 

The EFL Play Offs commence tonight, with the Championship seeing Luton Town take on Huddersfield Town, followed by Sheffield United vs Nottingham Forest tomorrow.