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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.”
AMLA
AMLA Launches Public Consultation on Three Draft Regulatory Acts
The Danish Gambling Authority has announced that the new European supervisory authority, AMLA (Anti-Money Laundering Authority), has published three new draft regulatory acts for public consultation.
The draft acts are intended to supplement the Anti Money Laundering Regulation with detailed rules in the following areas:
• Customer Due Diligence procedures. The draft act specifies the detailed requirements for customer due diligence. The main rules are set out in the new Anti Money Laundering Regulation, which enters into force on 10 July 2027. The consultation deadline is 8 May 2026.
• Pecuniary sanctions, administrative measures and periodic penalty payments. This draft act concerns the principles and related elements for determining sanctions to be applied by authorities to entities that fail to comply with the rules. The consultation deadline is 9 March 2026.
• Criteria for identifying business relationships, occasional and linked transactions and lower thresholds. The draft act specifies the criteria for identifying business relationships, occasional and linked transactions, and lower thresholds. The main rules are set out in the new Anti Money Laundering Regulation, which enters into force on 10 July 2027. The consultation deadline is 8 May 2026.
The Danish Gambling Authority encourages gambling operators to submit consultation responses to AMLA’s draft regulatory acts to the greatest extent possible. The public consultations are available on AMLA’s website.
The post AMLA Launches Public Consultation on Three Draft Regulatory Acts appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
Blueprintx
Zingo Bingo Launches “Your Era” Nostalgia Series Featuring Kerry Katona and Pat Sharp
Zingo Bingo Launches “Your Era” – A Social-First Nostalgia Series for 2026
Zingo Bingo has officially unveiled Your Era, a new short-form social media content series celebrating iconic throwbacks, shared nostalgia and the cultural moments that defined generations. The series launches in February 2026 and will roll out weekly across TikTok, Instagram, Facebook and YouTube.
Designed to strengthen Zingo Bingo’s identity as a home of nostalgic fun, Your Era focuses on authentic conversation rather than traditional promotional content. The format highlights music, fashion, technology and pop culture milestones that shaped each guest’s personal journey.
Kerry Katona and Pat Sharp Headline Series One
The first confirmed guests include Kerry Katona, singer and media personality best known from Atomic Kitten, and Pat Sharp, the iconic radio and TV presenter associated with classic UK entertainment shows. Additional celebrity names will be revealed throughout the year.
Each episode features five themed nostalgia segments crafted to spark memories, conversation and emotional connections among viewers.
What to Expect from “Your Era”
Every guest takes part in recurring throwback features designed to boost engagement and relatability:
- The Memory Bag – Guests reveal five nostalgic items and share the stories behind them
- Flashback Files – A rapid-fire interview covering music, fashion, tech and cultural trends
- Mixtape Memories – Guests curate throwback tracks for the official Your Era playlist
- Taste of the Past – Sampling retro sweets and snacks while rating nostalgia levels
- Yesterday’s News – A humorous headline-guessing game using real throwback media stories
The series aims to tap into the growing popularity of nostalgia-driven digital content while positioning Zingo Bingo as a community-led entertainment brand.
Built by Kinetic Digital and Blueprintx
Your Era has been developed by Zingo Bingo’s operators, Kinetic Digital, in collaboration with long-term creative partner Blueprintx. Blueprintx has previously supported digital and television campaigns for Kinetic Digital brands including Prime Casino and Slingo.
The production strategy prioritises shareable, short-form content optimised for social discovery and influencer amplification, with episodes distributed across dedicated platform pages as well as guest channels.
A Strategic Play for Community Engagement
Jack Watson, Brand Manager at Zingo Bingo, said the series reflects the brand’s commitment to fun, familiarity and connection.
“Your Era is about celebrating the music we replayed, the fads we cringe at and the memories that still make us smile. It’s designed to bring people together through shared nostalgia while reminding audiences that bingo is about enjoying those moments collectively.”
Series one will feature six guests throughout 2026, with new weekly segments designed to drive audience engagement and repeat viewership.
The post Zingo Bingo Launches “Your Era” Nostalgia Series Featuring Kerry Katona and Pat Sharp appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
app launch Feb 2026
Vibra Solutions Powers Betxico Mobile App Launch in Mexico — Scalable iGaming Platform
Vibra Solutions, the LatAm-focused iGaming technology company, today announced the launch of Betxico’s new mobile app, strengthening Vibra’s presence in Mexico and accelerating Betxico’s rapid growth as one of the country’s fastest-expanding online betting and digital casino operators.
Built for scale and local market needs, the Betxico mobile app represents the latest milestone in a strategic partnership that prioritizes performance, regulatory compliance and user experience. The platform delivers robust support for high concurrent users and real-time transactions, making it well suited to Mexico’s dynamic mobile-first audience.
Fast, local, and scalable technology
Vibra Solutions and Betxico co-developed a scalable technical architecture designed to:
- Support large volumes of simultaneous users and real-time wagering activity
- Ensure low-latency, secure transactions across sportsbook and casino verticals
- Provide localized features and compliance-ready workflows for Mexico’s regulated market
- Enable rapid updates and continuous product innovation through an agile integration model
These technical strengths help Betxico quickly roll out competitive features while reducing time-to-market and operational friction for both mobile and web channels.
Partnership built on growth and trust
“Seeing Betxico establish itself in such a competitive market is extremely rewarding,” said Werter Luna, CEO of Vibra Solutions. “Their high standards and sustained trust have driven product evolution at every stage.”
Francisco Salazar, CCO of Betxico, added: “We’re proud of our progress in Mexico. Having Vibra Solutions as our technology partner was fundamental — allowing us to move forward with confidence and a strong focus on the user.”
Why this matters for Mexico and LatAm
The Betxico app launch underscores Vibra Solutions’ strategy to deliver regulated-market expertise across Latin America by combining localised product design with enterprise-grade platform engineering. For operators and partners, the app demonstrates how technology-led partnerships can accelerate growth while prioritizing player safety, compliance and seamless UX.
Operators, affiliates and players can expect ongoing feature rollouts and performance optimizations as Betxico scales its footprint in Mexico’s competitive iGaming market.
The post Vibra Solutions Powers Betxico Mobile App Launch in Mexico — Scalable iGaming Platform appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
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