Immense Group’s online casino brand Mega Riches has provided a series of matchday hospitality packages at The Hawthorns for supporters connected to The Albion Foundation, the official charity partner of West Bromwich Albion.

The initiative ran across multiple fixtures this season, with beneficiaries hosted in the Richardson Suite. The club’s back-of-shirt sponsor said the packages went to Foundation volunteers, charity fundraisers and community lottery winners.

The press release highlights recipients including a long-serving Foundation volunteer celebrating her 70th birthday, and a supporter whose attendance at Foundation Day helped raise £1,127 for the Cancer Kickers programme. Winners from the Foundation’s Baggies Bonanza and darts evening fundraisers were also included.

One winner, Albion fan Ellie, attended the Albion vs Millwall match as Mega Riches’ guest after winning a bonus prize at the Hull City Foundation Day fixture in March. She said: “Our time in The Richardson Suite was fab. The staff and service were impeccable.

“We thoroughly enjoyed the food and complimentary drinks, as well as the Q&A session with the WBA legends. I would really recommend anyone wanting a more VIP experience at Albion to give it a try.”

Immense Group CMO Marco Trucco said: “Football reaches into communities in a way very few things do. When we looked at how we wanted to build our relationship with West Bromwich Albion, brand visibility was never going to be enough on its own.

“The work the Albion Foundation does, for cancer patients, for volunteers, for people who might otherwise be isolated, that’s the kind of purpose we want our brands to support. Mega Riches made that happen this season. Immense Group intends to keep making it happen.”

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Huddle has signed a strategic trading partnership with Entain’s CEE division to develop and run bespoke pricing and trading capabilities, with an initial focus on tennis and football (soccer) and basketball integration. The project is now live following a testing period and is intended to support Entain’s regional brands including STS in Poland and SuperSport in Croatia.

The companies said the work follows a joint development model, combining Entain CEE’s proprietary trading expertise with Huddle’s modelling and automation, aimed at scaling Entain CEE brands’ proprietary trading IP. Huddle said the architecture is designed to support complex pricing requirements across products such as player props, micro markets and same-game parlays (bet builders), alongside improvements to uptime and the customer betting experience.

On tennis, the jointly developed solution covers singles through mixed doubles across men’s and women’s competitions, from the ATP Tour down to the Futures Series level, according to the companies. Basketball was tested in parallel, with Huddle highlighting player-minute distribution models for content including Euroleague, NBA and domestic competitions.

The partnership is also set to continue work on a soccer product ahead of the 2026 FIFA World Cup in North America, which the companies expect will increase engagement in player props and micro markets.

Francesco Borgosano, CEO at Huddle, said: “This bespoke collaboration with Entain CEE represents a significant milestone for Huddle as we demonstrate our ability to build beyond our off-the-shelf solutions with a deeply-integrated and collaborative trading development initiative that enhances our already strong in-house pricing capacity while delivering value to our partners.”

Ivan Gojic, Chief Sportsbook Officer at Entain CEE, added: “We’re very pleased to be partnering with Huddle on a bespoke trading initiative that combines our proprietary trading expertise with their modelling capabilities to deliver a truly differentiated product.

“This allows us to significantly improve uptime, pricing and cash-out performance, while expanding one of the strongest player prop and BetBuilder offers in the region. Our ambition is to be the home of player props in CEE and to compete at the highest level, and this partnership is a key step towards that.”

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