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Sky Bet signs five-year title partnership extension with the English Football League

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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.”

Belatra

Belatra Games Teams Up with SlotCatalog to Expand Reach

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Belatra, a prominent innovator in online slot development, has unveiled a strategic collaboration with SlotCatalog, a leading independent slot database and content discovery platform trusted across the industry.

This partnership emphasizes transparent communication with players by presenting Belatra’s entire game portfolio, including its strengths and areas where improvements can be made. The initiative aims to foster trust in the Belatra brand, showcase its diverse collection of titles, and keep players updated on new releases. SlotCatalog serves as a key platform for players to build confidence in game studios and their offerings, making it an ideal ally for Belatra in reaching and engaging its audience effectively.

Founded in 2016, SlotCatalog has rapidly established itself as a reliable resource for players, operators, and development studios. The platform provides comprehensive game data, impartial reviews, and timely industry updates, making it a central hub for slot-related insights.

Kateryna Goi, Chief Marketing Officer at Belatra, emphasized the alignment between the two organizations: SlotCatalog’s data highlights the trust players place in its platform. In turn, the platform delivers transparency and honest content for its audience—precisely what we, as a studio, are seeking. We’re confident in the quality of our games and excited about directly engaging with players. With exciting new launches planned for the summer and autumn seasons, we are eager to share them through this partnership.

Daria Kushnir, Chief Marketing Officer at SlotCatalog, highlighted the value of collaboration: “Success in this industry is fueled by goal-driven partnerships rather than mere transactions. Together with Belatra, we aim to connect the right players with the right games more quickly. This synergy between their rich game portfolio and our audience intelligence offers an excellent foundation for consistent growth and results over time.”

The post Belatra Games Teams Up with SlotCatalog to Expand Reach appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

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Aviator Studio

Aviator Studio Achieves Major Legal Victory in São Paulo

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Brazilian courts persist in denying SPRIBE’s injunction efforts as Aviator Studio achieves another two-instance triumph in São Paulo.

Aviator Studio achieved another legal triumph in Brazil as São Paulo courts denied further injunction requests submitted by SPRIBE in cases directly involving Aviator Studio.

Significantly, the recent decisions relate to the direct legal contention between Aviator Studio and SPRIBE, distinct from the previously mentioned cases involving Foggo Entertainment and Betnacional.

After securing consecutive wins in Brazil related to Foggo Entertainment, Aviator Studio has now announced that courts in São Paulo have also ruled in its favor at both judicial levels of the case.

In every instance, the courts denied the immediate actions requested by SPRIBE. Consequently, Aviator Studio and its associates can maintain their operations while the wider AVIATOR trademark conflict advances through the evidential stage.

The rulings contribute to an escalating number of courtroom defeats for SPRIBE in Brazil and further bolster Aviator Studio’s legal stance in the related proceedings linked to the AVIATOR dispute, as associated cases progress in various jurisdictions.

Commenting on the development, representatives from Aviator Studio said: “These outcomes continue to confirm a clear judicial pattern. Attempts to obtain urgent injunctions against Aviator Studio and its partners in Brazil are consistently being rejected by the courts.”

The post Aviator Studio Achieves Major Legal Victory in São Paulo appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

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Altenar

Philippine Sportsbook ArenaPlus Selects Altenar as Technology Provider

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Altenar has entered the Philippines’ regulated sports betting market after being selected to power ArenaPlus, the flagship sportsbook platform of DigiPlus Interactive Corp. and the #1 PAGCOR-licensed online sportsbook in the Philippines.

As part of the agreement, ArenaPlus is transitioning its sportsbook operations to Altenar’s advanced, fully-managed sportsbook solution. The platform includes customised betting options for enhanced localisation, fast in-play and live betting, advanced risk management, and compliance controls designed to support a mobile-first market.

Altenar’s in-house statistical model and automated pricing tools ensure a comprehensive player props portfolio on Philippine Basketball Association (PBA) games, alongside faster odds updates, enabling ArenaPlus to further enhance its sports betting experience for users.

The deal further strengthens Altenar’s position as a trusted sportsbook technology provider in regulated markets worldwide, delivering high-performance and adaptable solutions that support operators’ long-term growth. By combining innovation with operational excellence, Altenar is setting the bar for reliability and growth across Asia.

Dinos Stranomitis, COO at Altenar said: “Partnering with DigiPlus to power ArenaPlus marks a key step in our entry into the Philippines, a highly engaged and rapidly growing regulated market. Our fully managed, localised sportsbook delivers the performance, stability, and compliance required in this market.

“This agreement reinforces our ability to support ambitious operators and establishes a solid foundation for long-term growth.”

Erick Su, Head of ArenaPlus, added: “Altenar provides the technical strength and reliability needed to elevate the ArenaPlus sportsbook experience. Their fully-managed solution aligns with our strategy for continued growth in the Philippines, particularly amid the rising demand for live and in-play sports betting.

“With Altenar’s technology in place, we can continue enhancing the player experience while building a partnership focused on long-term and sustainable growth.”

The post Philippine Sportsbook ArenaPlus Selects Altenar as Technology Provider appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

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