BSkyB-owned bookmaker Sky Bet has become a principal sponsor of the Sports Journalistsâ€™ Association in a two-year deal, it was announced today.
This agreement will see Sky Bet become the SJAâ€™s exclusive partner from the betting and gaming industry, and SJA members have already benefited from the arrangement, having received an exclusive betting offer ahead of last month’s Ryder Cup.
Under the agreement Sky Bet will support the SJAâ€™s activities including the annual awards events, kicking off with the SJAâ€™s 60th annual Sports Awards on November 26.
SJA members will receive a range of benefits from the partnership, including charity betting challenges, tipster guides ahead of major sporting events and direct access to Sky Betâ€™s compiling team to gain exclusive markets relevant to SJA members and their work.
Sky Bet is also introducing a new award category for the SJA Sports Journalism Awards 2009 â€“ “Sports Betting Journalist of the Year”. The award will follow the same format as the SJAâ€™s other sports journalism and photography categories, with expert judges reviewing entries.
Dale Tempest, Public Relations Director at Sky Bet said: â€œWe are delighted to be supporting the SJA and helping to recognise the talent and achievements within the industry. We provide a comprehensive range of odds for all sporting events and this partnership creates the perfect platform to expand our relationship with key British sports journalists and further cement our position within the sporting community.â€
Barry Newcombe, the chairman of the SJA, said: â€œWe are thrilled to have Sky Bet join us as partners in this, the Association’s diamond jubilee year, and we hope for years to come.
“Our 60th annual Sports Awards on 26th November will be a tremendous event featuring many of Britain’s Olympic gold medallists and other world champions and stars, including champions from the past six decades, and will be a great way to kick off our working relationship with Sky Bet.â€
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