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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.”
Compliance Updates
European Standard on Markers of Harm Now Published – EGBA Members Commit to Alignment
The European Gaming and Betting Association (EGBA) welcomes the publication of the European standard on markers of harm in gambling (EN 18144), on 31 May 2026, through the national standardisation bodies of the European Committee for Standardisation (CEN). EGBA and its members support the standard as an important voluntary baseline for identifying risky gambling behaviour, and its members are committed to aligning their player protection frameworks with the standard across Europe.
The standard establishes a strong baseline for consumer protection across Europe, identifying nine core behavioural markers that operators can use to recognise risky gambling patterns before they escalate:
- changes in stake volume or frequency.
- speed or intensity of play.
- deposit frequency, size, or failed deposits.
- withdrawals and cancelled withdrawals.
- player-initiated contact.
- gambling session duration or time-of-day play.
- use of multiple products.
- net losses or loss trajectories over time.
- changes to safety tools such as limits and self-exclusion.
EGBA proposed this initiative to CEN in 2022 and actively participated in its development alongside operators, national authorities, academics, and other harm prevention stakeholders. The resulting standard – the first of its kind in the gambling industry – is grounded in the latest research and received overwhelming approval from national standardisation bodies in October 2025.
EGBA members are already putting the standard into practice in Europe:
• Most members already monitor all nine behavioural indicators, with many having embedded them across all their operations.
• Members apply risk-scoring models to continuously assess player behaviour and flag emerging risk patterns.
• Members are committed to progressive alignment with the standard across all their operations.
“This is an important milestone for player protection in Europe. When widely adopted, this voluntary standard will lead to earlier identification of risky play and, ultimately, better protection for players. Our members are ahead of the curve on implementation – they are already applying many aspects of the standard and are committed to alignment across their European operations. We encourage other operators to adopt the standard and help raise the bar on player protection across Europe,“ said Maarten Haijer, Secretary General of EGBA.
As a voluntary tool, the standard complements existing national regulatory frameworks across Europe. In some jurisdictions, certain markers may not be applicable where they conflict with national law, and implementation will reflect the regulatory realities of each market. EGBA remains committed to supporting its members and the wider industry to drive implementation of the standard across Europe.
The standard (EN 18144) is now available for purchase from national standardisation bodies across Europe.
The post European Standard on Markers of Harm Now Published – EGBA Members Commit to Alignment appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.
ELA Games
ELA Games Releases Pinatas Festival World Cup
ELA Games has released its latest slot game, Pinatas Festival World Cup. Featuring an absorbing narrative, this title shows how the studio naturally adapts popular releases for major calendar moments. The game merges the festive, colourful spirit of a carnival with the thrill of international tournament play, offering players a front-row seat to the action.
The original Pinatas Festival became incredibly popular for its bright, contrasting animation and upbeat Mexican street fiesta theme. With the World Cup being hosted across the Americas, giving the title a seasonal evolution felt like the perfect way to celebrate. The studio took the lively street party atmosphere and expanded it, blending the familiar celebration with the energy of a major tournament.
A Striking Visual Upgrade for the World Cup
The World Cup is unrivalled in its sheer size, uniting billions of fans worldwide and dominating sporting conversation. Releasing the game in the build-up to the big matches gives players the perfect way to embrace the football spirit, tapping into that worldwide anticipation. To match the prestige and scale of the world’s biggest sporting competition, Pinatas Festival World Cup introduces major artistic upgrades crafted specifically for the tournament. The studio has meticulously refined the graphics to deliver a sharp, radiant experience that pops on every spin.
The visual updates feature an extensive cast of characters, each brought to life to represent the passion of the fans. These characters have been outfitted in updated costumes with smoothly integrated, enlarged national flag logos to be perfectly on brand with the atmosphere of the tournament. This attention to detail brings the football energy straight to the screen, allowing players to feel the pride of the games as the action unfolds.
Capturing the Global Energy
Creating an authentic sports-themed title demands a complete understanding of the atmosphere that makes these tournaments so memorable. The development team focused intently on translating the roar and anticipation of a stadium crowd into an all-encompassing entertainment experience.
Marharyta Yerina, Managing Director at ELA Games, said: “Our entire design for Pinatas Festival World Cup completely revolves around capturing the global energy of the tournament. We poured the excitement of the stadium and the passion of the fans into the atmosphere, creating a space that feels like a worldwide celebration of the sport. It is an excellent opportunity to design a World Cup-themed game for our loyal players, making this project particularly enjoyable for our entire team. We really wanted to convey the immense size and feel of the tournament in slot form.”
The post ELA Games Releases Pinatas Festival World Cup appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.
Arnold
Arnold Ash sponsors Arthurian League’s 2026 US Tour
Arnold Ash, the executive recruitment and advisory specialist, has become sponsor of the Arthurian League’s US Tour, culminating in the inaugural Transatlantic Cup – a prestigious fixture between title-winning English and American amateur sides.
Marking 250 years of US independence, the game is scheduled during the 2026 World Cup, taking place on Friday 26 June in Philadelphia, the birthplace of American independence.
US amateur champions West Chester United SC are holders of the 2025 US Adult Soccer Association (USASA) National Amateur Cup. They will host a side representing England’s Arthurian League, which won the 2024 FA Inter-League Cup and features some of the oldest football clubs ever, including former FA Cup winners Old Etonians and Old Carthusians.
Arnold Ash’s logo will appear on the front of the Arthurian side’s white and red England kit. As the team’s headline partner the deal covers the travelling squad’s full 12-day tour with additional matches against New York Athletic Club and Boston Bolts.
The multi award-winning executive recruitment and advisory firm will also benefit from in-stadium branding at the ticketed match at Drexel University’s Vidal Athletic Complex, as well as on the historic event’s online and social channels.
The sponsorship builds on a relationship that saw Arnold Ash sponsor the Arthurian League representative team at the UEFA Regions Cup 2024. Its commitment to grassroots sport and emerging talent has seen the company support a number of charities, including Gloves and Doves, which helps promote unity and coexistence in Israel and the Middle East through the sport of boxing, and sponsor and support rising star boxer ‘Razor Ali’, an Iranian refugee based in London.
Jon Arnold, CEO at Arnold Ash, said: “Arnold Ash has been a proud sponsor of the Arthurian League representative sides at major events before, but it doesn’t get any bigger than this. The team is hugely talented, made up of the top amateur players England has to offer and – as the best-of-the-best – reflect the Arnold Ash core principles of quality, experience and consistency.
“The World Cup is now underway, but for the next five weeks, the Transatlantic Cup is where the real action is at! We wish both England teams the best of luck stateside!”
Billy Jenkins, Manager of the Arthurian League representative team, said: “Arnold Ash’s sponsorship is hugely valuable to our team, and we are incredibly grateful for their continued backing of grassroots football.
“We are honoured to participate in the first-ever Transatlantic Cup and just like England’s professional team hope to be lifting prestigious silverware on US soil in the coming weeks.”
The Transatlantic Cup takes place at 7.30pm on Friday 26 June, 2026 at Drexel University, Philadelphia. Tickets cost $15 and are available at www.wcp.flicket.io.
The post Arnold Ash sponsors Arthurian League’s 2026 US Tour appeared first on Americas iGaming & Sports Betting News.
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