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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.”
Booming Games
Booming Games launches Henhouse Hustle: Hold and Win
New farm-themed slot adds Free Spins, Hold and Win, and optional bonus buys priced at 75x and 150x the bet.
Booming Games has launched Henhouse Hustle: Hold and Win, a new farmyard-themed slot featuring a Free Spins mechanic and a Hold and Win bonus. The supplier said the game runs on a 5×3 grid with 20 paylines and offers a maximum win potential of 6,000x.
In the base game, Golden Eggs are stored in a Collection Pot. Free Spins trigger when three Golden Eggs land on the middle reels, with their cash value moved above the reels at the start of the round. Booming Games said that cash value is awarded each time a Golden Egg lands during the feature.
During Free Spins, Boost symbols can increase Egg prizes to the next prize level from one to five times, while an Extra Spins symbol can award between one and five additional spins. The company said Boost symbols can increase to Prize Pot values of 10x-1000x, awarding Mini, Minor, Major and Grand prizes.
The Hold and Win round triggers with five or more Eggs and starts with three respins, with Egg symbols held in place and the respin counter resetting when additional Eggs land. The Grand Prize is awarded when all positions on the grid are filled with Eggs. The release also states that triggering with five or more eggs including three golden eggs activates a Combo Bonus, awarding both Hold and Win and Free Spins in a Super Bonus Round.
Booming Games said players can purchase either the Bonus or the Combo Bonus for 75x and 150x the bet amount respectively, which is guaranteed to trigger the Hold and Win feature. A Boost+ option can also be activated in the base game, increasing the bet amount by 1.25x and increasing the chance of triggering bonus features.
Craig Asling, Director of Games at Booming Games, said: “Packed with a host of innovative new features which offer fast-paced, high stakes gameplay, Henhouse Hustle: Hold and Win is the latest example of Booming Games’ market-leading capabilities. The Fox acts as the antagonist, stealing Golden Eggs and adding a real sense of theatre to the game, which we’re confident will be a hit among players.”
The post Booming Games launches Henhouse Hustle: Hold and Win appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.
Amusnet
Amusnet Releases its Latest Cascading Slot, Crime King 1000
Amusnet has released its latest cascading slot Crime King 1000, which transports players into the heart of a gripping underworld inspired by classic mafia stories, hidden fortunes and high-stakes ambition. In this city of secrets, only the boldest are destined to build an empire.
Played across 6 cascading reels, the game features an engaging Match 8+ mechanic, where the matching symbols disappear after every successful combination, making room for new symbols to fall into place. This dynamic gameplay creates opportunities for consecutive cascades, keeping the action flowing and the anticipation high throughout every round.
At the centre of the experience is the Progressive Multiplier feature. As valuable multiplier symbols are collected, four distinct multiplier tiers – green, blue, purple and red – come into play, each offering increasingly powerful values. The highest tier can reach an impressive 1000x, adding a dramatic boost to both the base game and the Free Spins feature as multiple multipliers combine during cascading sequences.
The pressure intensifies when four Scatter symbols appear anywhere on the reels, unlocking 15 Free Spins and opening the door to even greater multiplier opportunities. The feature can also be retriggered, extending the action and allowing players to stay in the heart of the underworld even longer.
For those unwilling to wait, the Buy Bonus feature offers immediate access to the Free Spins experience, providing a fast track to the game’s most exciting moments.
With its cinematic crime-inspired atmosphere, cascading gameplay and powerful multiplier mechanics, Crime King 1000 delivers a bold adventure where every cascade strengthens the player’s influence and every decision brings the player one step closer to ruling the city. In this world, reputation is everything – and only the true king of crime will claim the throne.
Cascades & Match 8
The winning symbols disappear, allowing new symbols to drop into their place, potentially triggering additional wins from a single spin. A winning configuration consists of 8 or more identical symbols anywhere on the reels.
Free Spins
15 Free Spins are triggered by landing at least 4 Scatter Symbols at any position across the reels. The feature can be retriggered by landing another 3 Scatter symbols during Free Spins.
Progressive Multiplier
Available both in the Base game and Free Spins mode. There are four colours of multiplier gems, as follows:
Green Multiplier symbol – 2x, 3x, 4x, 5x, 6x, 8x
Blue Multiplier symbol – 10x, 12x, 15x, 20x
Purple Multiplier symbol – 25x, 50x
Red Multiplier symbol – 100x, 250x, 500x, 1000x
If several multipliers appear after the cascading sequence ends, their values are added together.
Buy Free Spins
Enables the player to purchase 15 Free Spins at the price of 100x the total bet.
The post Amusnet Releases its Latest Cascading Slot, Crime King 1000 appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.
Betsson
Betsson and Sliema Wanderers FC Sign Landmark MOU for Long-term Partnership
Betsson and Sliema Wanderers FC have signed a memorandum of understanding outlining their intention to establish a landmark long-term partnership, reinforcing Betsson’s long-standing contribution to Maltese sport and the local community.
Under the proposed partnership, Betsson is expected to become Sliema Wanderers’ front-of-shirt sponsor and will support the club’s continued investment in its sporting operations and facilities. The parties will now work towards finalising the full partnership agreement.
The partnership would see Sliema Wanderers join Betsson’s international football portfolio, alongside leading clubs including Inter, Club Brugge, Boca Juniors and Atlético Nacional.
The MOU reflects a shared commitment to the long-term development of Sliema Wanderers and the club’s ambition to strengthen its sporting infrastructure, enhance its competitive position and establish a more sustainable operating model for the future.
Sliema Wanderers is one of a limited number of Maltese football clubs that owns premises which can be developed and commercialised to generate recurring revenue. The club intends to continue investing in its facilities and creating additional revenue streams to support its long-term sporting ambitions.
Jesper Svensson, CEO at Betsson Group, said: “Betsson has been part of Malta for over 20 years, and we are proud to deepen our long-standing commitment to the local sporting community.
“This proposed partnership goes well beyond the traditional sponsorship model. We are supporting a club with a clear vision for its future, including stronger sporting facilities and a sustainable model that can support its continued development.
“Sliema Wanderers has demonstrated ambition and a genuine commitment to long-term progress. These are values that strongly resonate with Betsson, and we look forward to working with the club and bring its vision to life.”
The proposed partnership builds on the work undertaken by the club’s new committee, which has focused on strengthening the club’s financial foundations and investing in its sporting infrastructure.
Walter Arciola, President of Sliema Wanderers FC, said: “The signing of this MOU represents an important vote of confidence in the long-term vision we have established for Sliema Wanderers.
“Our objective is not simply to achieve success on the pitch. We want to build an institution that is financially sustainable, supported by high-quality facilities and positioned to compete successfully over the long term.
“Betsson has understood and embraced that vision from the outset. We are delighted to take this important first step towards a long-term partnership and look forward to working together to support the future development of Sliema Wanderers.”
The announcement comes as Sliema Wanderers continues to strengthen its sporting project ahead of the upcoming season. During the event, the club also presented Malta international Teddy Teuma as its latest signing, following the recent arrivals of fellow Malta internationals Alexander Satariano and Henry Bonello. The three signings further reflect the club’s ambition to combine immediate sporting progress with a sustainable long-term development strategy.
The post Betsson and Sliema Wanderers FC Sign Landmark MOU for Long-term Partnership appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.
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