Snack Summary – The EFL sign record £595m deal with Sky & MLB announces deal with Mittel

The English Football League (EFL) has agreed a record £595m deal with Sky for its domestic rights until the end of the 2023/2024 season. The new 5-year TV deal represents a 35% increase on the current contract. The TV broadcaster will have to show 138 EFL games, play-off matches, 15 games in the EFL cup and the semi-finals and final of the EFL trophy. However, several Championship clubs have expressed their disappointment in the deal saying that the significant disparity between the Premier League BT and Sky deal worth £4,5b was unfair.

The first ever Major League Baseball (MLB) London series has announced Mitel as their title partner for the event. The Canadian telecoms firm has expanded their partnership with the American sport with two matches scheduled to be played at the Olympic Stadium in the summers of 2019 and 2020.

Inter Milan has signed a 2-year contract with PepsiCo-owned Gatorade, who will become their official sports drink. This is one of many football based partnership deals for Gatorade, including one with the UEFA Champions League. The Serie A club will receive a continual supply of refreshments both in training and on match days.

Formula 1 and the online football platform Dugout have agreed a strategic digital partnership to boost the reach of both sports to their fans. The partnership will focus on regular prize giveaways and competitions, including premium tickets to a Grand Prix or signed shirts from star football players.