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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.”
crypto sports betting
Mash.fun Expands Crypto Sports Betting with Player Props, Hits $1 Million in Trading Volume
Mash.fun, the innovative crypto-powered sports trading platform, has officially launched its first player props markets, giving users a new way to trade the performance of individual athletes.
The move comes as Mash.fun celebrates a major milestone, surpassing $1 million in total traded volume.
The new player props feature enables users to speculate on metrics like the aggregate minutes of goals scored by a specific player. For instance, if a player such as Erling Haaland scores in the 61st and 82nd minutes, the market settles at 143. This approach allows traders to long or short individual player performances, offering a more precise and interactive betting experience compared to traditional match outcomes.
“Player props are a natural evolution for Mash.fun, allowing our users to engage with sports betting in a more nuanced way,” said a spokesperson for Mash.fun. “Hitting $1 million in traded volume within weeks highlights strong demand for this innovative trading model.”
Mash.fun combines the user experience of top Gen Z trading apps with sports betting, featuring unique scalar markets, leveraged positions, and dynamic crypto charts. Built on the Solana blockchain, Mash.fun merges the speed and transparency of crypto with the excitement of live sports trading.
In addition to player props, Mash.fun recently introduced Shirts markets, where users trade indices based on the aggregate shirt numbers of goalscorers, further expanding its creative and engaging market offerings.
For more information, visit Mash.fun and explore the future of crypto sports trading
The post Mash.fun Expands Crypto Sports Betting with Player Props, Hits $1 Million in Trading Volume appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
Africa
Logifuture’s Simulate Forecasts Morocco AFCON Glory After 1,000 Final Simulations
Logifuture’s innovative Simulate sportsbook product has crunched the numbers ahead of the Africa Cup of Nations (AFCON) 2026 final, running the decisive clash between Morocco and Senegal 1,000 times to predict a winner. The results point firmly toward the hosts, with Morocco emerging as favourites to lift their first AFCON title in more than 50 years.
Simulate, Logifuture’s cutting-edge virtual sports betting feature, delivers fast-paced simulations across football and basketball, offering instant results or gameplay over 10- and 30-second intervals. Players can run up to 15 simulations simultaneously, creating a constant stream of betting opportunities and immersive engagement.
AFCON Final Simulation Results: Morocco vs Senegal
According to Simulate’s data-driven modelling, Morocco won 433 of the 1,000 simulated finals (43.3%), while Senegal claimed victory 283 times (28.3%). The remaining simulations ended level after 90 minutes, highlighting the fine margins expected in the final at the Prince Moulay Abdellah Stadium.
Goals are predicted to be at a premium. In line with Morocco’s defensive solidity during the tournament, 67% of simulations (633 matches) finished with under 2.5 goals, reinforcing expectations of a tense, tactical contest.
Early momentum could prove decisive. Only 5% of simulations saw a team recover from a half-time deficit to win in regulation time. Given that Morocco have conceded just once during the tournament, Senegal could face an uphill battle if they fall behind early.
Draws may also shape the outcome, with 28% of simulated matches tied after 90 minutes. Morocco’s resilience under pressure was already demonstrated in their semi-final triumph over Nigeria, where they prevailed 4–2 on penalties.
Third-Place Play-Off: Nigeria vs Egypt
Logifuture’s Simulate also analysed the AFCON third-place play-off between Nigeria and Egypt, running the fixture 1,000 times. The Super Eagles emerged victorious in 467 simulations (46.7%), while Egypt won 333 times (33.3%), with the remaining matches requiring extra time.
Low-scoring outcomes dominated the simulations. Only 267 matches featured over 2.5 goals, while 467 ended with a single goal, underlining expectations of another tightly contested encounter. Goalless draws were rare, occurring in just 67 of the 1,000 simulations, suggesting a breakthrough is likely before full time.
Boosting Sportsbook Performance with Simulate
Beyond predictions, operators using Logifuture’s Simulate have reported sportsbook GGR increases of up to 5%, driven by advanced predictive modelling and enhanced player engagement. By delivering personalised betting experiences and real-time insights, Simulate helps operators optimise offers, improve retention, and drive sustainable long-term growth.
As AFCON 2026 reaches its climax, Logifuture’s Simulate continues to demonstrate how data-led virtual sports betting can enhance fan engagement while delivering measurable commercial impact for sportsbook operators.
The post Logifuture’s Simulate Forecasts Morocco AFCON Glory After 1,000 Final Simulations appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
Cash Collect Mechanic
Red Papaya Launches Nova Blast Ultra: A Cosmic Slot Adventure via Microgaming
Red Papaya, the vibrant flagship studio powered by Microgaming, has officially launched its latest blockbuster title: Nova Blast Ultra. Strapping players into a high-octane journey to the farthest reaches of the galaxy, this cosmic release blends high-end cinematic production with a suite of volatile mechanics.
Set against a backdrop of radiant space diamonds and blazing asteroid fields, the game promises a “white-knuckle ride” through deep space, where galactic wins shine brighter than the stars.
Interstellar Mechanics & Dazzling Rewards
Nova Blast Ultra is engineered to deliver futuristic precision and explosive potential. The game features an expansive 6,400 ways to win, ensuring constant action across the reels.
Key gameplay features include:
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Nova Blast Cash & Jackpot Collection: A futuristic evolution of the popular collection mechanic. Hidden within the nebula-rich treasure zones are five static Jackpots, with the top prize reaching a stellar 2,500x the bet.
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Energy Core Multipliers: Collect Energy Cores to boost your Cash Multiplier. In the base game, multipliers reach up to 5x, while the Free Spins round rockets this potential up to 10x.
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Nova Blast Respins: Trigger enhanced respins that clear the board for the coveted Cash and Jackpot symbols, supercharged by Random Multiplier Energy.
Choose Your Orbit: Quantum Customization
For players seeking full control over their mission, landing Bonus symbols or filling the Quantum Meter triggers the Choose Your Nova Blast Free Spins. This feature allows players to select their own orbit, balancing the number of Free Spins against the frequency of Cash symbols.
The “space storm” intensifies during this round, where retriggers and surge respins work together to push the Cash Multiplier toward its dazzling 10x peak.
A New Standard for High-Production Slots
The high-stakes gameplay is complemented by out-of-this-world animations and a pulsating electronic soundtrack that keeps the momentum high.
Madelein Ozok, Head of Studio at Red Papaya, commented on the launch:
“Nova Blast Ultra is our most explosive slot to date. It captures the essence of Red Papaya—thrilling gameplay, big sound, and striking animations. We’ve combined creativity with deep data analytics to ensure this hits the mark with players spin after spin. We can’t wait to see it navigate its way to the top of casino lobbies.”
The post Red Papaya Launches Nova Blast Ultra: A Cosmic Slot Adventure via Microgaming appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
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