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SKY BET’S NEW TV ADVERT CROWNS FOOTBALL’S ULTIMATE UNSUNG HERO
Sky Bet has launched a brand-new TV advert announcing Alex Walmlsey, aka Dad on a Mission, as the winner of the Real Football No.1s competition – a nationwide search for the UK’s unsung footballing heroes.
Following a six-month search for entrants, including an ongoing TV campaign to highlight nominees, the new ad showcasing Alex and his story launched online on Wednesday 18th October, and will air on TV from Saturday 21st October to Thursday 30th November.
The ad will feature on a range of content streams including Sky TV (Football, Non-Football Sport, Entertainment), Sky Video on Demand, TNT Sport TV, ITV and on the Sky Sports YouTube channel.
With over 900 entries to the competition, Sky Bet entrusted an expert panel, hosted by Soccer Saturday mainstay Jeff Stelling, of Liverpool legend Graeme Souness and ex-Crystal Palace star Clinton Morison, to determine the winner, crowning Alex, who founded Sands United West Yorkshire as their victor.
Alex channeled his own personal grief – having lost three of his own babies in separate pregnancies – to create a football club as a safe space for men to discuss infant loss.
The 30-second pre-record sees Morrison surprise Alex alongside his teammates, announcing him as the winner and revealing his prizes, including a guest of honour spot at the 2023/24 Sky Bet Championship Play-Off final.
The TVC was filmed by Bristol-based creative agency JMP UK and was produced by the Sky Bet in-house team.
Leigh Peacock-Goodwin, Head of Brand and Sponsorship at Sky Bet, said: “I’m so thrilled to announce that Alex Walmsley is our first official Real Football No.1. and to turn the announcement into a TV advert for all to see is something we’re proud of.
“It’s been a privilege to work on this campaign, and we have been in awe at the remarkable people who have shared their stories. Working with JMP UK, as well as our in-house production team to be able to tell the country about these unsung footballing heroes has been a huge team effort.”
Supplier plans to pitch a World Cup 2026 sportsbook bundle and its AI Suite at Stand 2572 on June 2–3.
BetConstruct AI will exhibit at SiGMA Asia 2026 in Manila, Philippines, on June 2–3, the company said, appearing at Stand 2572.
At the show, BetConstruct AI said it will highlight a “Best Sportsbook for the World Cup 2026” bundle built around “Special Bets, Powerfull, and Bet on League.” The company positioned the package as ready for operator activation without development work.
BetConstruct AI also said it will showcase its AI Suite, including “CRM AI, Umbrella AI, AI Game Recommendation System, and Betting Mate AI,” aimed at use cases such as churn prediction, risk consolidation, personalised casino experiences, and conversational sportsbook engagement.
As product context, the company cited its sportsbook and casino platforms, including “140,000+ pre-match events and 90,000+ live matches monthly” and “45,000+ games from 350+ providers via a single API.” It also highlighted its “Affigates Affiliate Ecosystem” with “7,000+ vetted affiliates and AI-based scoring.”
The company said new partners signing via the show can access commercial incentives, including “a 50% platform setup discount from day one,” “100% Core Suite Access free for the first 3 months (50% off for months 4–12), and third-party tools at 51% off for the first 3 months.”
The post BetConstruct AI confirms SiGMA Asia 2026 presence in Manila appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
First release is Avinho R10, followed by June launch Fortune Ronaldinho as the studio lines up more titles ahead of the World Cup season.
Pascal Gaming has partnered with Brazilian football player Ronaldinho to launch a dedicated portfolio of games inspired by the athlete, the company said on 26 May, 2026.
The planned pipeline includes crash games, slots and additional titles set to roll out through the year. Pascal Gaming said the initiative is aimed at both Brazil and international markets, and will be supported by tournaments, promotional activity and special events tied to the Ronaldinho-branded portfolio.
The first game confirmed is Avinho R10, described as a crash-style title featuring Ronaldinho “above Brazil” in an aviation-themed experience. A second game, Fortune Ronaldinho, is scheduled for release in June and is positioned as a slot-inspired title.
“Ronaldinho is one of the most recognisable and loved football personalities in the world, so for us this collaboration is much more than a game launch. It is a global entertainment project that combines football culture, emotionally engaging gameplay and strong promotional activities ahead of the World Cup,” said Armen Mnaskanian, Head of Sales at SoftConstruct Gaming Content.
Pascal Gaming said it has been expanding its crash game portfolio during 2026 and investing in localised, character-driven content across Latin America, Africa and Asia. The company added that more Ronaldinho-themed titles and marketing campaigns will be revealed in the coming months.
The post Pascal Gaming signs Ronaldinho for football-themed crash and slot titles appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
The JUSTIN2026 campaign was shot in Denver and rolls out over four weeks ahead of the 14 June event at the White House.
Duelbits has launched a branded content campaign with UFC interim Lightweight Champion Justin Gaethje, timed to UFC Freedom 250 at the White House on Saturday 14th June.
The campaign, branded JUSTIN2026, was shot on location in Denver, Colorado by UK-based creative agency YRDS. Duelbits said the content is designed as a “premium, cinematic series” and will roll out in phases over the next four weeks, peaking on event day.
According to the company, the campaign was planned before UFC Freedom was officially confirmed. Duelbits framed the early commitment as part of a strategy to move faster than traditional sportsbooks around major cultural moments.
“We didn’t want to create another sportsbook promo,” said Jasper Hoekert, Chief Marketing Officer at Duelbits. “We wanted to create something that combat sports fans want to watch, content built around Justin’s authenticity and intensity, not just his fight record. We were planning this before the White House event was even officially confirmed. When you believe in the magnitude of a moment, you don’t wait for permission to act on it.”
“Duelbits came to me with a vision, not just a brief,” said Gaethje. “They wanted to create something that reflected the reality of what I do and who I am, with no smoke and mirrors. When a brand shows up with that kind of conviction and creative ambition, you back it. This campaign is going to be something people remember.”
The post Duelbits signs Justin Gaethje for branded content ahead of UFC Freedom 250 appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
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