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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.”
Beazt
Wildz Group Launches its New Online Betting Brand “Beazt”
The Wildz Group has launched Beazt — a new platform combining sports and casino entertainment within a single ecosystem.
Wildz is no stranger to cutting-edge products. The company was among the first ever to release a fully-fledged streaming casino, an achievement that has since been amplified by including Wildz TV. Since 2019, Wildz has launched multiple online casino brands as well as Wildz Sports, with each launch incorporating the latest technology, improving player experiences. This has culminated in Beazt, a sports-first platform designed to ensure that players enjoy seamless leisure gaming at every touchpoint.
Players will experience the gripping action of Beazt Mode, earn Myztery Boxes and get access to exclusive online events. There are wagering options to suit every budget, global sporting events 24/7, instant deposits and withdrawals and world-class VIP services for the high rollers.
Sam Brown, CEO at Wildz Group, said: “Beazt is arguably the most exciting product we have released since Wildz.com in 2019. We’ve used our latest technology to create the ultimate in online entertainment experience for gamblers across the globe. Based on player feedback, we’ve developed the ultimate Sports and Casino product that’s amazing to experience firsthand. It’s specifically tailored for instant access, rapid deposit and withdrawals, and exciting new instant reward and loyalty features that our players have come to expect from our products. It’s a truly immersive product, and we think our players will love it.”
Beazt delivers exceptional access to sports action. This includes a dedicated focus on combat sports events, offering punters a ringside seat to the betting action via innovative live streaming opportunities built into the product.
Alongside the sports betting options, a full online casino is on offer, boasting thousands of titles and all the most popular online slot, table, crash and live games players expect.
Beazt also launches with cutting-edge banking technology, offering players rapid and secure transactions via digital passcode technology and biometric login and transaction features. Fast, frictionless and secure.
Behind the extravagance of the online platform’s front end, Beazt sits on the same ISO 27001-certified platform as all other Wildz Group brands. Here, compliance, player safety and security are at the core, alongside the latest fully automated lifecycle management tools that deliver bespoke and engaging experiences for the players.
Brown added: “Years of operating our multi-brand, multi-jurisdictional business across regulated markets have taught us what it takes to provide players with the tools they need to enjoy gambling in a safe, secure and ultimately fun space. Our brands are designed to be transparent and intuitive, offer all the most secure payment methods, and give players the tools to manage their gaming experience responsibly. Beazt sets new standards for our players, by utilising the latest technology, including (for the first time) biometric features for speed and security.”
The post Wildz Group Launches its New Online Betting Brand “Beazt” appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
Asia
EGT Digital to Debut Highly Anticipated “TNT Jack” Slot at SiGMA Asia 2026
Just days before its official release, EGT Digital will demonstrate one of its most anticipated slot releases to SiGMA Asia 2026 – TNT Jack, an adventure game built around cascading mechanics, with a multiplier, and a signature Dynamite feature. The launch headlines a full showcase of the company’s iGaming ecosystem at Stand 2318, as EGT Digital doubles down on Southeast Asia – one of the most competitive and fastest-growing regulated iGaming territories globally.
TNT Jack puts players in pursuit of buried treasure across a 7X7 game format, powered by the Toppling Reels feature – winning combinations trigger cascading effects that extend gameplay and build win potential. An increasing multiplier grows with consecutive wins on the same positions, reaching up to x1024.
The game’s Dynamite feature clears sections of the grid to unlock fresh winning opportunities, while Free Spins with retrigger options and persistent multipliers deliver a strong retention loop from first spin to last. All visitors at the stand will be able to experience this engaging title through a fully functional demo.
At SiGMA Asia, EGT Digital will present its complete product suite:
• Casino Games Portfolio – 180+ in-house titles, designed to deliver engaging gameplay experiences across multiple player preferences and market segments.
• Gaming Aggregator – instant access to 20,000+ games from 200+ providers, enabling rapid content scaling without complex integration overhead.
• Sportsbook – flexible integration options and optimised betting performance for operators entering or expanding in sports betting markets.
• X-Nave iGaming Platform – modular casino and sportsbook management built for operators who need configurability without sacrificing stability.
• Payment Gateway – secure, seamless transaction processing designed to reduce friction at every stage of the player journey.
“SiGMA Asia is the perfect stage to showcase how EGT Digital combines strong game content with the technology operators need to scale efficiently. TNT Jack brings exactly the kind of high-energy gameplay today’s players look for. Combined with our platform, aggregator, sportsbook, and payment solutions, we offer a complete ecosystem designed to adapt to the fast pace and specific demands of Asian markets,” said Mariana Manchina, Director – EGT Philippines Corp.
EGT will also showcase some of its most successful land-based products. The main focus will be on the company’s Asian-themed solutions – the Asian-themed jackpots Zhao Cai Shuang Yu, Sheng Sheng Bu Xi and Cai Fu Tian Jiang, as well as the brand new multigame Supreme Wang Union. The selection will be complemented by the well-known G 50 J2 Up slot cabinets, S 32 T terminals and the GRSA roulette centre.
The post EGT Digital to Debut Highly Anticipated “TNT Jack” Slot at SiGMA Asia 2026 appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
Betting and Gaming Council
Britain’s Black Market Betting to Hit £33B by 2028 as Forecasts Show One in Five Stakes Could Go Illegal
The amount staked with illegal gambling operators in the UK is forecast to almost double by 2028, according to new independent analysis.
Research by H2 Gambling Capital (H2GC) shows black market stakes are expected to surge from £17bn in 2025 to more than £33bn by 2028.
That means almost one fifth (19.2%) of all online betting and gaming stakes could be placed with unsafe, unregulated black market operators within three years.
The Betting and Gaming Council warned the figures underline the growing scale and speed of the illegal gambling market, which operates outside UK rules, pays no tax, and offers none of the safer gambling protections required of licensed operators.
Grainne Hurst, Chief Executive of the Betting and Gaming Council, said: “These forecasts are a wake-up call. The black market is not a distant threat, it is growing fast, becoming more visible, and attracting billions of pounds in stakes from British customers.
“By 2028, almost one in five pounds staked online could be with illegal operators. These sites pay no UK tax, support no British jobs, and offer none of the protections that exist in the regulated sector.
“The lesson for policymakers is clear. If the regulated market is made less competitive through higher taxes or intrusive checks, customers will not stop betting, they will simply move to the black market.
“As the Gambling Commission considers financial risk assessments, it is vital that any checks are genuinely frictionless and targeted. Any policy that unintentionally drives even more customers towards illegal operators will undermine player safety and damage the regulated sector.
“That is why ministers and regulators must avoid measures that hand an advantage to the black market.”
The regulated betting and gaming sector supports 109,000 jobs, contributes £6.8bn to the economy, generates £4bn in tax each year and provides vital funding for sports, including horseracing.
The post Britain’s Black Market Betting to Hit £33B by 2028 as Forecasts Show One in Five Stakes Could Go Illegal appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
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