The EFL and EFL Trust are pleased to welcome one of the UK’s most popular cereal brands, Kellogg’s, as an Official Partner.
With football and cereal part of daily life for millions of people across England and Wales, the EFL and the EFL Trust’s network of Club Community Organisations will come together with multinational food manufacturing company Kellogg’s to positively impact the 72 communities where EFL clubs are located.
Behind the popular favourites of millions of households in the UK, such as Corn Flakes, Rice Krispies and Coco Pops, Kellogg’s will also have presence across all the EFL’s three divisions and five Wembley finals, as well as working with the EFL’s charitable arm through to the end of the 2027/28 season.
Ben Wright, Chief Commercial Officer of the EFL, said: “The EFL is excited to be joining forces with a trusted global brand in Kellogg’s and we look forward to the impact that this partnership will deliver over the coming years, with the backing of a household name.
“With growing attendances, bigger audiences and an enhanced sponsorship portfolio, the EFL’s popularity is clear. Eighty per cent of the population live within 15 miles of an EFL Club and millions of fans come through the turnstiles every month, meaning the League has the ability to forge strong connections with families on a nationwide scale.”
Cathy Abraham, Chief Executive Officer of the EFL Trust, said: “Between the EFL Trust’s vision and Kellogg’s ambition around the roles we play in our communities, we are perfectly aligned to create a significant and positive impact. Together, we will be a force for good and we will create positive moments for our communities for years to come.”
Chris Silcock, Kellogg’s UK Managing Director, said: “It’s been our great privilege to be part of British life for more than one hundred years, so it’s only right we should be joining up with another iconic institution like the EFL. Both Kellogg’s and the EFL are brands at the heart of communities up and down the country and this is the start of a great partnership.”
A fan led review into English football has called for an independent regulator to stop it “lurching from crisis to crisis”.
Former sports minister Tracey Crouch chairs the review and told BBC Sport “This is a huge opportunity for football. We've seen football lurching from crisis to crisis over the past decade and unfortunately we haven't had the right levels of regulation in place to stop that from happening.” The review has commissioned by the Government, and it is understood that they would support the idea of an independent regulator.
Reading Football Club has been deducted six points from this season’s (2021/22) points tally, with a further six points suspended until the end of the 2022/23 Season, after admitting to breaches of the EFL’s Profitability and Sustainability rules (P&S).
It follows a review of the financial submission from the Club for the four-year period 2017/18 to 2020/21 where it was determined the Club had recorded a loss of £57.8m, £18.8m in excess of the £39.0m Upper Loss Threshold.
Port Vale have agreed a pioneering partnership with psychological and technology resources company AIM-FOR which will offer free mental health support to players, club staff and supporters.
The EFL’s Community Club of the Year is investing in Mental Health Safety Net – a bespoke suite of digital tools which will enable club employees and supporters to identify issues which may be affecting them and access a raft of information support services.
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In June 2021, Swindon Town Football Club, when under previous ownership, failed to pay their Players as per the contractual agreement and were charged under EFL Regulations.
The Regulations permit the EFL to enter into Agreed Decisions with Clubs in order to settle disciplinary matters without them being referred to a commission for determination.
On 16 August 2021, in accordance with its Regulations, the EFL issued notice to multiple individuals of the commencement of disciplinary investigations in respect to the acquisition of shares in Rochdale Association Football Club.
It is alleged that Morton House MGT acquired Control of the Club, and a number of individuals became Relevant Persons without the prior consent of the EFL in accordance with the Owners’ and Directors’ Test (OADT).
Rochdale AFC will receive a bye into this season’s Round Two of the Carabao Cup after it was determined opponents Harrogate Town would be unable to fulfil the Round One fixture within the required time period.
Nottingham Forest Chairman, Nicholas Randall QC, Preston North End Director, Peter Ridsdale, and Middlesbrough Chief Executive, Neil Bausor have been voted onto the EFL Board to represent Sky Bet Championship Clubs.
The EFL continues to monitor the ongoing concerning developments at Swindon Town alongside proceedings in the High Court in respect of ownership issues at the Club.