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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.”

Gamblers Connect

NeverEnding Partners with Gamblers Connect to Expand Services

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Gamblers Connect, the acclaimed iGaming media and affiliate platform, is excited to reveal a new strategic partnership with NeverEnding Tech, the “anti-bureaucracy” iGaming content creator that is quickly transforming the video slots industry.

This collaboration unites two entities dedicated to transparency, quick execution, and a mutual goal of advancing the industry through genuine relationships and top-quality content. In an industry frequently hindered by excessive bureaucracy and repetitive communication, NeverEnding has swiftly positioned itself as a nimble alternative—providing rapid decision-making, focused strategy, and performance-oriented results that appeal to current operators.

Gamblers Connect focuses on allies that provide true advantages and a distinct unique selling proposition. NeverEnding’s philosophy of “Games, Growth, and No Excuses” closely matches the company’s mission: providing dependable, high-quality industry insights without any unnecessary details.

This partnership focuses on incorporating NeverEnding’s dynamic portfolio, featuring popular titles such as Ultimate Hot Coins: Hold & Win and Coin Blast Extra, into the Gamblers Connect ecosystem, providing its community with direct access to today’s most effective and captivating slots.

Gjorgje Ristikj, Founder of Gamblers Connect, said: “As we integrate NeverEnding into our platform, players and operators alike can expect a streamlined flow of information regarding their latest releases and technical innovations. NeverEnding’s unique “B2B Backed by B2C Power” model ensures that our partnership isn’t just about visibility; it’s about generating real traction for the games that matter. Together, we are setting a new standard for how content providers and media hubs collaborate: with speed, transparency, and a relentless focus on the future of gaming.”

Ihor Zarechnyi, representing the leadership at NeverEnding, highlighted the importance of this synergy: “Gamblers Connect brings together the people who actually move this industry forward. For NeverEnding, this collaboration is about being present where real conversations happen, exchanging experience, and building partnerships that go beyond logos and announcements.”

The post NeverEnding Partners with Gamblers Connect to Expand Services appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

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Alexander Lewin SVP of Commercial Revenue at BLAST

Polymarket Joins BLAST as Official Prediction Partner for BLAST Premier and BLAST Slam 2026

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  • Polymarket to activate across seven BLAST events across both Slam and Premier ecosystems
  • Partnership introduces integrated prediction formats and new fan engagement experiences

Competitive entertainment firm BLAST has revealed a new alliance with Polymarket, the globe’s largest prediction market, designating the platform as its ‘Official Prediction Partner’ through 2026. The partnership will encompass BLAST’s Counter-Strike and Dota 2 tournament events, BLAST Premier and BLAST Slam, enhancing prediction-based interaction for fans during various international tournaments.

Polymarket will be featured in seven of BLAST’s worldwide Counter-Strike 2 and Dota 2 events, starting this week at BLAST Slam VI in Malta. Dota and Counter-Strike events will include custom content pieces utilized in broadcasts and desk segments showcasing the platform’s involvement in BLAST’s events.

Polymarket will gain significant exposure through live broadcasts, arena events, and digital media as BLAST enhances fan interaction with premier competitive entertainment. Polymarket’s branding will be prominently displayed throughout BLAST’s broadcasts through digital integrations and physical advertisements.

In addition to broadcasting, the collaboration expands to live arena events, with Polymarket integrated into the in-person fan experience through elements like the Polymarket Fancam and the opportunity to accommodate creators and streamers in the arena using designated event streaming booths.

Alexander Lewin, SVP of Commercial Revenue at BLAST said: “Esports is evolving rapidly into a more interactive, data-driven entertainment experience, and we are delighted to team up with Polymarket to bring exciting new engagement opportunities to our fans all around the world. Together, we’re creating something that feels native to esports culture: fast, live, and deeply connected to the action. This partnership is about enhancing how fans experience competition, whether they’re watching online or inside an arena. We’re proud to join Polymarket’s industry-leading group of partners, alongside the NHL, UFC and the MLS among others, reflecting the growing global recognition of BLAST’s events.”

Matthew Modabber, CMO of Polymarket, said: “Esports has long been dominated by traditional sportsbooks, but prediction markets open the door to a more transparent and community-driven way for fans to engage with competition. Partnering with BLAST brings that experience to a global audience and helps make prediction markets a natural part of how people watch, debate, and follow competitive gaming. We see this as the beginning of a new chapter for fan participation in esports.”

The post Polymarket Joins BLAST as Official Prediction Partner for BLAST Premier and BLAST Slam 2026 appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

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2RBO Affiliates

2RBO Affiliates Presents Betinia’s Football Manager Inspired by Diego Simeone: Build Your Football Career from Scratch

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In January 2026, Betinia announced a landmark partnership with Diego Simeone, appointing one of football’s most respected and influential leaders as the brand’s official ambassador. The collaboration is founded on shared values of discipline, strategy, and long-term success—principles that define both Simeone’s career and Betinia’s player-first approach.

At the core of this partnership is Betinia’s Football Manager, an exclusive gamified experience that puts players in complete control of their football journey. Designed for those who aspire to think like a coach, the game allows users to build their football career from the ground up, making strategic decisions that shape their rise to the top.

Inspired by Diego Simeone’s tactical philosophy and relentless mindset, every choice players make defines their path—and ultimately, their legacy.

A Powerful Conversion Opportunity for Partners

For partners, Football Manager represents a high-impact acquisition and retention tool. By combining the authority of a world-class football icon with a deep, skill-based experience, Betinia delivers a product designed to attract high-intent, highly engaged users.

Giving players a seat at the manager’s desk creates emotional investment and long-term engagement. This exclusive experience encourages repeat visits, stronger loyalty, and consistent activity—driving high-quality, sustainable traffic across partner portfolios.

A Five-Tier Career Journey Inspired by Football Excellence

Within Football Manager, players progress through a structured five-tier career path:

  • Beginner

  • Amateur

  • Professional

  • World Class

  • Legend

By completing tactical challenges and making strategic decisions, players unlock new levels featuring exclusive mechanics, enhanced gameplay, and premium rewards. The progression system mirrors a real football career, reinforcing engagement through achievement and long-term goals.

Diego Simeone on Discipline, Passion, and the Journey

Reflecting on the partnership and the vision behind Football Manager, Diego Simeone shared:

“No one gave me anything. I go for everything. I decided to do what I loved most. Effort and hard work made me a football player. Love and passion transformed me into a coach. Today I manage world-class football players and I continue doing what I love most.”

His philosophy is deeply embedded in the Football Manager experience—rewarding commitment, smart decision-making, and consistency over time.

Built for Affiliate Performance and Long-Term Value

Commenting on the launch, the 2RBO Affiliates Team stated:

“Diego Simeone is a figure of instant recognition and authority, which translates directly into higher-intent traffic and stronger performance. Our goal is to help partners convert this collaboration into measurable growth. By offering an experience that rewards loyalty and strategy, we deliver a premium product that maximizes conversion rates and builds lasting value.”

The Football Manager ecosystem is supported by 2RBO Affiliates’ infrastructure, including transparent reporting, advanced tracking tools, and a no-negative-carryover policy, ensuring partners can scale confidently.

Sports Bonus and Player Onboarding

Betinia welcomes all new players with a generous sports bonus, giving them the perfect head start—whether managing their club in Football Manager or betting on their favorite sports across the platform.

This football-driven ecosystem is purpose-built around progression, engagement, and retention, aligning perfectly with partner goals for sustainable growth.

A Product Built for Loyalty, Not Just Attention

With a globally recognized ambassador in Diego Simeone and a unique Football Manager experience, Betinia delivers more than a promotional campaign. It offers a long-term engagement model designed to convert attention into loyalty—and loyalty into value.

About Betinia

Betinia is a sports betting and gaming brand built around a gamification-led player experience. The platform features a five-tier loyalty journey inspired by a football career path, guiding players from Beginner to Legend through structured progression and rewards.

About Diego Simeone

Diego Simeone is an Argentine professional football manager and former player, currently managing Atlético de Madrid. Renowned for his intensity, leadership, and tactical expertise, Simeone has guided Atlético to major domestic and European titles, including two UEFA Champions League finals. As a player, he earned 108 caps for Argentina and won two Copa América titles.

The post 2RBO Affiliates Presents Betinia’s Football Manager Inspired by Diego Simeone: Build Your Football Career from Scratch appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

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