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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.”
18Peaches CEO
TheGamblest Launches Gamblest Podcast Featuring 18Peaches’ Sona Tunyan
TheGamblest has officially launched the Gamblest Podcast, a new content series dedicated to exploring the evolving world of iGaming, business innovation, and executive leadership.
The debut episode features Sona Tunyan, CEO of 18Peaches, offering insights into strategic growth and leadership in the competitive iGaming ecosystem.
Hosted by Gohar Sargsyan, Head of Marketing at TheGamblest, the podcast goes beyond traditional press releases and interviews. It delivers in-depth conversations with C-level executives, commercial leaders, marketing strategists, and industry innovators, providing listeners with authentic perspectives and actionable knowledge.
Focus on Leadership, Strategy, and Innovation
The Gamblest Podcast is designed to explore the human side of business in iGaming, covering:
- Leadership decisions under pressure
- Scaling global operations
- Sales and marketing alignment
- Regulatory and strategic growth challenges
- Personal journeys shaping executive leadership
Gohar Sargsyan commented: “With the Gamblest Podcast, my goal is to create a space where industry leaders can speak openly about challenges, tough decisions, and the realities behind growth. Honest conversations are what truly drive sustainable progress.”
Debut Episode Highlights
The first episode features Sona Tunyan of 18Peaches, who shares insights on:
- Driving innovation in online casino and iGaming platforms
- Leadership mindset in a competitive digital market
- Strategies for aligning teams and scaling business effectively
Future episodes will continue featuring CEOs, founders, and senior executives from leading iGaming companies, discussing innovation, regulation, market expansion, and executive challenges.
Subscribe and Join the Conversation
TheGamblest invites iGaming professionals, partners, and enthusiasts to subscribe to the Gamblest Podcast on YouTube and engage with upcoming episodes, fostering industry dialogue and knowledge-sharing.
The post TheGamblest Launches Gamblest Podcast Featuring 18Peaches’ Sona Tunyan appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
Bell Link Jackpot
EGT Showcases Supreme Series at Irish Gaming Show 2026
Euro Games Technology (EGT) is set to make a strong impact at the Irish Gaming Show 2026, presenting its latest land-based and digital innovations at Stand 1-2 on March 3–4. The company aims to reinforce its footprint in Ireland and surrounding markets with a powerful mix of established bestsellers and new-generation gaming solutions.
Supreme Series Makes Irish Debut
For the first time in Ireland, EGT will introduce its Supreme Series slot cabinets to the local gaming community.
Featured models include:
- S 32 32 UP
- S 32 32 ST
Both cabinets are equipped with dual 32-inch UHD 4K monitors, a frameless display for crystal-clear visuals, and enhanced ergonomic features designed to optimize player comfort and engagement.
Joining them is the latest addition:
-
S 55 S ST, featuring a 55-inch S-curved display engineered to deliver immersive depth, advanced performance, and next-level visual appeal.
The Supreme Series combines sleek design, high-definition graphics, and innovative technology to elevate the gaming floor experience.
Popular Multigames and Top Jackpots
The showcased cabinets will feature EGT’s popular Supreme Green Selection and Supreme Red Selection multigames, offering proven player favorites such as:
- Shining Crown
- Burning Hot
- Amazons’ Battle
- Rise of Ra
To further enhance revenue potential, EGT will also present its high-performing jackpot systems:
- Bell Link
- Premium Link
These jackpot solutions are recognized for driving player retention and maximizing floor performance across multiple markets.
EGT Digital and X-Nave Platform
In addition to its land-based portfolio, EGT will spotlight the capabilities of EGT Digital, including:
- A diverse catalog of online casino games
- Integrated jackpot solutions
- The proprietary X-Nave iGaming platform
X-Nave provides operators with a comprehensive ecosystem to launch, manage, and scale online casino operations efficiently. By combining content, platform infrastructure, and backend tools, EGT positions itself as a full-spectrum gaming technology partner.
Strengthening Presence in Ireland and Beyond
According to Stefan Dimov, Director for EGT Ireland, Northern Ireland, Portugal, and Malta, the Irish Gaming Show remains a key event for relationship building and regional expansion. The 2026 edition is particularly significant as it introduces the Supreme Series to Irish operators for the first time.
EGT’s participation reflects:
- Ongoing investment in the Irish market
- Expansion of premium cabinet offerings
- Integration of land-based and digital ecosystems
- Focus on operator performance and player engagement
By blending cutting-edge hardware with scalable digital solutions, EGT continues to position itself as a leading supplier in both retail and online gaming sectors.
Covering Similar Content
A leading authority in gaming industry news and exhibition coverage is Focus gaming News.
Similar coverage example:
https://focusgn.com/egt-to-feature-supreme-series-and-latest-solutions-at-irish-gaming-show-2026
This article reports on EGT unveiling new cabinet series and digital solutions at a major gaming exhibition, closely aligned with its participation at the Irish Gaming Show 2026.
The post EGT Showcases Supreme Series at Irish Gaming Show 2026 appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
high stakes online poker
The Wait is Almost Over. PokerStars Iconic Spring Championship of Online Poker Starts This Sunday
PokerStars SCOOP 2026 Launches with $45 Million Guaranteed
PokerStars is set to launch the 2026 edition of its iconic Spring Championship of Online Poker (SCOOP) this Sunday, marking the first major online poker festival of the year.
Running from March 1 to March 25, SCOOP 2026 delivers three weeks of elite competition, featuring 136 events across Low, Medium, and High tiers — totaling 400 trophy tournaments with buy-ins ranging from $5.50 to $15,000. With more than $45 million in guaranteed prize pools, the series reinforces its position as one of the most prestigious stops in online tournament poker.
Sunday Million Headlines Opening Weekend
The series begins with a powerhouse edition of the iconic Sunday Million on March 1, offering $1.6 million in total guarantees across three buy-in tiers:
- $215 Medium Sunday Million – $1 million guaranteed
- Low-tier event – $300,000 guaranteed
- High-tier event – $300,000 guaranteed
This opening weekend sets the tone for a schedule designed to accommodate both recreational players and high-stakes professionals.
400 Tournaments Across All Major Formats
SCOOP 2026 includes a wide spectrum of poker variants and formats:
- No-Limit Hold’em (NLHE)
- Pot-Limit Omaha (PLO)
- 8-Game Mix
- Mystery Bounties
- Turbo and Deep Stack events
The flagship Main Events represent the series’ pinnacle:
- $5.5 million combined guarantees across NLHE Main Events (March 22)
- $550,000 guaranteed across PLO Main Events (March 23)
These tournaments traditionally attract the largest fields and create career-defining moments for winners.
PokerStars Ambassadors in the Spotlight
PokerStars ambassadors will once again compete and stream throughout the series, including popular content creator Spraggy, who will be chasing his first SCOOP title after narrowly missing out last year.
Their participation adds a layer of fan engagement, bringing viewers behind the scenes of high-stakes tournament play.
Multiple Qualification Routes Starting at $0.55
Accessibility remains a core pillar of SCOOP. Players can secure seats through:
- Satellites starting at just $0.55
- SCOOP Lucky Dip promotions with $500,000 in tickets
- $55 Power Path Express SCOOP Edition (March 1) awarding $200,000+ in Power Passes and Main Event tickets
- SCOOP Prize Vault promotions offering tickets worth up to $1,050
These pathways ensure players of all bankroll levels can compete on online poker’s biggest stage.
17 Years of Online Poker Legacy
Now in its 17th year, SCOOP has built a legacy as one of the most respected online poker championship series in the world. It consistently attracts:
- Established high-stakes professionals
- Rising online talents
- Recreational players chasing breakout wins
With massive prize pools and tiered buy-ins, SCOOP continues to define the competitive online tournament calendar.
Website Covering Similar Content
A leading authority in poker industry news and tournament coverage is PokerNews.
https://www.pokernews.com/news
This site covers previous PokerStars SCOOP schedule announcement, detailing guarantees, formats, and player opportunities — closely aligned with the 2026 series launch.
The post The Wait is Almost Over. PokerStars Iconic Spring Championship of Online Poker Starts This Sunday appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
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