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Sky Bet signs five-year title partnership extension with the English Football League
Sky Bet – part of Flutter Entertainment – has signed a record five-year partnership extension with the English Football League (EFL) that will see Sky Bet continue as the League’s title partner until the end of the 2028/29 campaign.
Building on a decade-long partnership, the new rights fee represents a 50% increase from Sky Bet, providing significant revenues for EFL Clubs and support for the League’s overriding objective to make Clubs financially sustainable across all divisions.
The deal will also see Sky Bet invest £1 million per season and £6 million in total into a Community Fund held by the EFL to be invested into communities across England and Wales where EFL Clubs are located. Sky Bet and the EFL will use the funding to deliver activity via the EFL Trust and the network of Club Community Organisations (CCOs), with the initiatives in focus to be mutually agreed by the organisations.
Having first been agreed in 2013, the partnership – one of the longest and most significant in UK professional sport – is centred around a clear Memorandum of Understanding (MOU) between the two organisations that sets out how to deliver our joint objectives in a socially responsible way. This has always and rightly placed safer gambling at its heart, while also establishing a framework that allows us to engage the millions of EFL fans and connect them with the teams, players, and communities that they passionately support.
The MoU will continue to put the protection of children and other vulnerable individuals at its heart with both Sky Bet and the EFL making a renewed commitment to its approach in the promotion of the product.
Examples within the MoU include:
- Sky Bet will not actively market themselves or their products in family areas of club stadiums or advertise to young fans
- The EFL will dedicate a proportion of its central inventory to promote safer gambling messaging and support Sky Bet’s safer gambling campaigns
- Sky Bet will fund a player education programme across the EFL’s 72 clubs that will focus on the potential dangers of gambling and provide support and advice
Both Sky Bet and the EFL will share learnings and insight from the partnership with Government, other sports and sector stakeholders to help inform the new sports sponsorship Code of Conduct which is being developed in accordance with the Gambling Act Review White Paper’s proposals.
Flutter recently welcomed the publication of the Gambling Act Review, which we see as a significant positive moment for the UK gambling sector, raising standards and bringing the regulatory framework into the digital age.
As part of the agreement, Sky Bet will continue as Official Title Partner of the Sky Bet EFL and Sky Bet Play-Offs on a worldwide basis. Sky Bet will also have rights to award the official Manager, Player and Goal of the Month awards as well as the seasonal ‘Golden Boot’ and ‘Golden Glove’ awards in each division.
Commenting, Steve Birch, Sky Bet Chief Commercial Officer, commented: “I’m extremely proud of Sky Bet’s ongoing partnership with the EFL and delighted to have reached today’s agreement. Football is central to who we are and it’s great to be able to support the game and provide investment for Clubs across the Pyramid.
I’m particularly delighted that we can go one step further today with the announcement of our Sky Bet EFL Community Fund, seeking to make a real difference for people across England and Wales.
As the recent Sky Bet Play-Off Finals demonstrated, the EFL is going from strength to strength with packed grounds and millions watching games here in the UK and around the world.
We are absolutely committed to Safer Gambling, and I’m delighted that our partnership with the EFL shows how responsible betting and gaming operators, and sporting organisations can work together to promote safer gambling and tackle the issue of gambling harm.”
Commenting, Trevor Birch, EFL Chief Executive said: “For over a decade, Sky Bet has been a valuable partner for EFL Clubs, offering sustained investment to help Clubs navigate a volatile financial landscape and ensure fans can enjoy fantastic footballing entertainment in every corner of the country.
We have consistently seen our partnership evolve to move with the times and with community at the heart of the EFL, a new community investment fund is perfectly aligned and will help strengthen the partnership’s commitment to social responsibility.
The Government’s recent Gambling White Paper highlighted the social responsibility measures that have accompanied our partnership with Sky Bet as being an example of good practice for the wider sports sector to learn from and we will look to deepen our commitment to the promotion of safer gambling as part of this extension.
On behalf of our Clubs we thank Sky Bet for its ongoing support to English football and we look forward to seeing our much-loved competition develop yet further with the additional certainty this investment provides.”
BIG Cyber
BMM INNOVATION GROUP TO SPONSOR AND EXHIBIT AT SBC RIO 2026 MARCH 3–5 AT RIOCENTRO, RIO DE JANEIRO
BMM Innovation Group (BIG) has confirmed its sponsorship and exhibition at SBC Summit Rio, taking place March 3–5, 2026, at Riocentro. Attendees can visit the company at Stand A816 to explore its latest compliance, cybersecurity, and training solutions for the regulated gaming sector.
Headquartered in Las Vegas, BMM Innovation Group continues to expand its presence in Latin America, supporting Brazil’s rapidly growing regulated betting and iGaming market.
Strengthening Compliance in Brazil’s Regulated Market
At SBC Rio 2026, BIG will spotlight BMM Testlabs and its comprehensive product compliance testing and certification services. With an established office in São Paulo and 15 additional global locations, BMM Testlabs works closely with regulators, operators, and suppliers across Brazil and Latin America.
As Brazil’s regulated sports betting and online gaming market accelerates, compliance, responsible gaming, and player protection remain top priorities. BMM Testlabs ensures that fixed-odds betting systems and online gaming platforms meet Brazilian regulatory standards, supporting secure and transparent market growth.
Marzia Turrini, President of iGaming & Cybersecurity at BMM Testlabs, highlighted Brazil as one of the world’s most dynamic gaming markets, emphasizing the importance of regulatory compliance and system security in driving sustainable expansion.
Cybersecurity and Responsible Gaming Solutions
In addition to compliance services, BIG will present solutions from:
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BIG Cyber – Delivering penetration testing, vulnerability assessments, PCI:DSS evaluations, and managed cybersecurity services to protect operators and suppliers from emerging threats.
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RG24seven Virtual Training – Providing compliance-focused online training programs covering Responsible Gaming and Anti-Money Laundering (AML), with content available in Portuguese and Spanish to support regional operators.
Together, these solutions reinforce BIG’s mission to serve the full gaming ecosystem—from product certification and cybersecurity protection to regulatory training and workforce education.
Meet BMM Innovation Group at SBC Rio
Industry professionals attending SBC Summit Rio 2026 are invited to schedule in-person meetings with BMM Innovation Group representatives to discuss compliance, cybersecurity, and training strategies tailored to Brazil’s evolving regulatory landscape.
More about the event to meet with BMM representatives at https://sbcnews.co.uk/events/2026/02/25/sbc-summit-rio-2026-2/
The post BMM INNOVATION GROUP TO SPONSOR AND EXHIBIT AT SBC RIO 2026 MARCH 3–5 AT RIOCENTRO, RIO DE JANEIRO appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
La Ciudad autónoma acudirá de nuevo a Madrid para reforzar su compromiso con la Industria
La próxima edición de Interazar volverá a ser el gran punto de encuentro de la Industria del Juego española y contará, una vez más, con la participación activa del Gobierno de Ceuta, que reafirma así su compromiso firme y continuado con un Sector del todo determinante para su modelo económico.
Ceuta vuelve a la Feria Española del Juego los próximos días 28 y 29 de abril en IFEMA con un mensaje claro: la Ciudad se ha convertido en uno de los grandes polos de atracción para la Industria del Juego y la tecnología, ya no sólo en España, sino en Europa. La presencia institucional ceutí servirá para continuar mostrando las ventajas fiscales únicas de la Ciudad, su seguridad jurídica y un ecosistema cada vez más maduro, que ya alberga a buena parte de las principales compañías del Juego online que operan en España.
La apuesta del Gobierno de Ceuta por el Sector no es coyuntural. Los datos avalan un modelo que ha generado empleo cualificado, incrementando de forma notable la recaudación pública y situando a la Ciudad como un hub tecnológico de referencia. Interazar se presenta así, como el foro natural para reforzar la relación con las empresas ya implantadas y para abrir nuevas vías de colaboración con Operadores y proveedores que buscan un entorno competitivo y estable desde el que crecer.
La combinación entre un certamen con identidad propia como Interazar, y una Administración que ha sabido entender el potencial del Sector, convierte esta participación en una muestra más de una estrategia coherente y sostenida en el tiempo.
The post Ceuta refuerza su apuesta por el Juego en Interazar, la gran Feria española del Sector appeared first on Americas iGaming & Sports Betting News.
EMERGENCY HQ
EMERGENCY Developer Sixteen Tons on Record Growth Trajectory: Studio Appoints Creator of Billion-Dollar Hit June’s Journey as Chief Creative Officer
Sixteen Tons Entertainment, the studio behind the award-winning EMERGENCY series, today announced the appointment of Sebastian Nußbaum as Chief Creative Officer. A lifelong fan of the franchise and an accomplished creative leader in the European games industry, Nußbaum joins CEO Jan Richter’s leadership team to guide the next phase of EMERGENCY’s growth.
Nußbaum’s connection to EMERGENCY spans back to the franchise’s earliest titles, drawn to its unique blend of authentic simulation and strategic gameplay. This personal passion, combined with Sixteen Tons’ recent performance, made joining the studio an easy decision.
Over 200% Revenue Growth for EMERGENCY HQ
Since Jan Richter became CEO in mid-2024, EMERGENCY HQ has achieved remarkable growth, with monthly revenue increasing by more than 200% in just 18 months — eight years after its original launch. The growth has been almost entirely organic, fueled by consistent content updates, live events, and expansion into international markets, particularly the United States. The studio now employs approximately 35 team members.
From Niche Franchise to Billion-Dollar Potential
At Wooga, Nußbaum served as Vice President Creative, leading the development of June’s Journey and Pearl’s Peril, turning them into globally successful titles with June’s Journey generating over $1 billion in lifetime revenue. He now brings this expertise to Sixteen Tons, aiming to scale EMERGENCY into its next era.
Leadership Comments
“The growth of EMERGENCY HQ over the past 18 months demonstrates the true potential of this brand — and we are still early,” said Jan Richter, CEO of Sixteen Tons. “Sebastian brings not only creative vision and passion, but also the operational expertise to elevate the franchise and redefine its genre. His decision to join our team validates our ambitions and motivates us to raise the bar even further.”
Nußbaum added:
“What Jan and the team have achieved with EMERGENCY HQ is truly impressive. The dynamic growth, clarity of strategy, and strength of the team made it clear that something special is happening at Sixteen Tons. I’m excited to contribute to the evolution of this brand and help realize its enormous potential.”
Sixteen Tons at GDC 2026
Sixteen Tons Entertainment will showcase its development at the Game Developers Conference (GDC) in San Francisco, March 9–13. CEO Jan Richter will present insights into the transformation of EMERGENCY HQ and its record revenue growth, while Sebastian Nußbaum will be available for interviews and media engagements.
The post EMERGENCY Developer Sixteen Tons on Record Growth Trajectory: Studio Appoints Creator of Billion-Dollar Hit June’s Journey as Chief Creative Officer appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
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