As an independent company, we have maintained our strong relationship with Sky, and we continue to benefit from our Sky branding as it remains as Europe’s leading media and entertainment brand. We share core values and a track record of technological innovation, quality, creativity and building a brand and operation where trust, responsibility and customer care are critical to the business.

Strength of Sky’s brand

Sky is Europe’s leading entertainment and communications business, with 12.7 million customers in the UK and Ireland, 5.0 million in Germany and Austria and 4.8 million in Italy whilst also having a presence in Spain and Switzerland (for the year to June 2017). SBG holds a long-term and exclusive licence to operate betting and gaming products using the Sky brand, allowing us to benefit from Sky’s brand awareness, and capitalising on our shared values. We leverage Sky’s entertainment heritage to appeal to a large recreational customer base.

Growing strength of Sky Betting & Gaming brands

We operate five principal brands (Sky Bet, Sky Vegas, Sky Casino, Sky Bingo and Sky Poker), and our investment in marketing, product and content has driven rising brand awareness. Unprompted brand awareness increased by 32% for Sky Vegas and 14% for Sky Bet during the year to June 2017 (GfK) and this has contributed to us increasing our lead as the number one betting brand in the UK (Kantar), with 32% of monthly online gamblers in the UK now using SBG brands.

Collaboration with Sky

In addition to shared values and history, we work closely with Sky in a commercial capacity. We operate a number of free to play games for Sky, including the industry stand-out Soccer Saturday Super 6, where players predict the scorelines of six popular football matches, for the chance to win up to a £1m jackpot. This product provides engaging and entertaining content for Sky Sports during the Soccer Saturday show, with Jeff Stelling happily giving away thousands of pounds to customers. Sky Bet then takes advertising space within Super 6, providing us with a source of new customers who are engaged with football, as well as boosting retention of our existing customers. Other commercial arrangements also include a long-term relationship providing digital exclusivity to SBG on the UK Sky Sports platforms.

Technology and product collaborations

  • Joint development of Sky Sports digital experiences with integrated betting content
  • Close collaboration on the development and promotion of three free to play games: Super 6, Fantasy Six-A-Side and Fantasy Football
  • Horse racing and football content sharing between Sky Sports and Sportinglife

Obsessive quality and consistency

As we continue to build SBG’s brands as distinct from Sky itself, we are obsessive about the quality and consistency of our brand and marketing campaigns.