Sky Bet, the sports-betting arm of the British Sky Broadcasting Group, has signed a two-year deal to be the principal sponsor of the Sports Journalists’ Association.
According to Sky Bet, it will become the association's exclusive partner from the betting and gaming industry. The company said it will support the association's activities -- like its annual awards events. The sports betting company will even be introducing a new award category “Sports Betting Journalist of the Year” to the association's Sports Journalism Awards 2009.
Association members will see a few additions with the partnership including charity betting challenges and tipster guides before major sporting events.