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BetMGM Stars As New Title Sponsor of Premier League Darts

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Premier League Darts will have a new look in 2024 with BetMGM unveiled as the title sponsor of the sport’s biggest roadshow event.

The BetMGM Premier League will be held from February to May as eight players compete for £1 million in prize money across 17 nights.

Each of the 16 league nights features a mini-event where the eight players compete down to a winner, with the top four from the final league table progressing to the season-ending Play-Offs.

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The 2024 season marks the start of a new sponsorship agreement between the Professional Darts Corporation and BetMGM, a new gambling and betting platform from MGM Resorts.

BetMGM offers a range of sports betting, casino and live casino games, as well as MGM Millions and MGM Exclusives.

“The Premier League will reach a huge live audience and a massive global television audience across four months, and we’re delighted to welcome BetMGM as our new title sponsor,” said PDC Chief Executive Matt Porter.

“This year marks the 20th staging of the Premier League and it is already the most eagerly-awaited, with the standard of entertainment across PDC events in the past 12 months having continued to rise.

“As we enter the third year of the eight-player, nightly knockout format we’re excited about working alongside BetMGM to promote such a wide-reaching event.”

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BetMGM already has partnerships with football clubs Manchester City, Wolverhampton Wanderers and Newcastle United, as well as talkSPORT.

The UK Director of BetMGM, Sam Behar said: “We are thrilled to be partnering with such an exciting and entertaining event as Premier League Darts and look forward to an action-packed 2024 for both BetMGM and the PDC.”

The BetMGM Premier League will begin on Thursday February 1 in Cardiff, and visits Berlin, Glasgow, Newcastle, Exeter, Brighton, Nottingham, Dublin, Belfast, Manchester, Birmingham, Rotterdam, Liverpool, Aberdeen, Leeds and Sheffield before the Play-Offs in London.

The player line-up for the 2024 BetMGM Premier League Darts tournament will be announced at 4pm.

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Aristocrat Technologies

Hasbro Strikes New Multi-Year Casino Licensing Partnerships

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Hasbro, a leading games, IP, and toy company, announced a new slate of multi-year licensing partnerships aimed at transforming and expanding its most popular brands across the casino category. After a comprehensive review and market evaluation, Hasbro has selected Aristocrat Technologies, Evolution, Galaxy Gaming, and Bally’s as its newest partners in casino licensing. The new partners join existing licensee Sciplay.

The announcement underscores Hasbro’s “Playing to Win” strategy, revealed in February 2025, which focuses on innovation, partnerships, and bringing beloved brands to life across more formats than ever.

“We’re all about play—and that means meeting our fans wherever they are, from the game table to the casino floor. These visionary new partners have the expertise and imagination to reimagine our brands in bold, exciting ways for adult audiences,” said Claire Hunter Gregson, Director of Gaming Relationships.

Hasbro has a nearly 30-year history of licensing its age-appropriate IP to the gambling sector. With this new lineup of partners, the company is expanding access to entertainment experiences that reimagine its brands for a growing base of adult fans and gamers.

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Following is the list of partners:

• Aristocrat Technologies – B2B manufacturer land-based slot machines (MONOPOLY)

• Evolution – B2B developer for online slots and live casino (MONOPOLY, Hasbro Games)

• Galaxy Gaming – B2B developer and manufacturer for casino table games (MONOPOLY, YAHTZEE, BATTLESHIP)

• Bally’s – B2C Online casino operator (MONOPOLY)

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With new titles launching in January 2026, adult fans will see some of Hasbro’s beloved brands integrated into new and existing casino formats, including land-based gaming slots, online gaming slots, casino table games, and online casinos.

The post Hasbro Strikes New Multi-Year Casino Licensing Partnerships appeared first on Gaming and Gambling Industry in the Americas.

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Betsson Extends Partnership with Nordea Open – Sweden’s Premier Tennis Tournament on Clay

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Betsson will continue as the official betting partner of the ATP tennis tournament Nordea Open, held in Båstad, Sweden, from 13–20 July, 2025. This renowned clay court event – formerly known as the Swedish Open – will this year feature standout players including Grigor Dimitrov, Francisco Cerúndolo, and defending champion Nuno Borges.

Celebrating its 75th anniversary in 2023, the Swedish Open in Båstad is one of the most established tournaments on the ATP 250 calendar. Held almost every summer since 1948 – with the exception of 2020 due to the pandemic – it was voted Tournament of the Year by players for 11 consecutive seasons between 2002 and 2012, and continues to grow in prestige and popularity.

“We’re very pleased that Betsson is extending its partnership with us. It not only strengthens the tournament’s reputation and presence on the international tennis scene, but also reflects Betsson’s long-term commitment to the sport,” said Christer Hult, Managing Director at Arena Båstad.

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As part of the sponsorship, Betsson will have prominent visibility throughout the venue and will offer a wide range of betting options on the tournament.

“Tennis plays a key role in Betsson’s sponsorship strategy – both in Sweden and globally. We’ve supported the sport at various levels and across different regions, but few places compare to the unique atmosphere of Båstad. For us, this is more than just a tournament – it’s a cherished summer tradition we’re proud to support,” said Robin Olenius, Head of PR at Betsson Group.

This partnership adds to Betsson’s already robust global sponsorship portfolio. Betsson Group is the main sponsor of football clubs such as Inter, Boca Juniors, Atlético Nacional, and Club Brugge. In tennis, Betsson is the main sponsor of the BNP Paribas Nordic Open, has previously partnered with former world-class player Jonas Björkman as brand ambassador, and has sponsored multiple ATP tournaments across South America.

The post Betsson Extends Partnership with Nordea Open – Sweden’s Premier Tennis Tournament on Clay appeared first on European Gaming Industry News.

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Eurojackpot Becomes New Official Sleeve Partner of AZ

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Eurojackpot will be the Official Sleeve Partner of AZ for the next five seasons. The lottery brand of the Dutch Lottery will therefore adorn the sleeve of the home and away shirt of the Alkmaar club until 2030. Dutch football was one of the founders of the lottery organization halfway through the last century. The proceeds from the games of the Dutch Lottery, including Eurojackpot, still go back to Dutch sports.

Eurojackpot is a lottery that is played in nineteen European countries. The draw is every Tuesday and Friday evening, with a jackpot that can reach 120 million euros. The Dutch Lottery stands for responsible gaming: participating is fun and should remain fun.

Merijn Zeeman, General Manager of AZ, said: “Nederlandse Loterij is a trusted name in the sports world. They not only support top-level sports, but also recreational sports and social initiatives. This social responsibility appeals to us and ties in well with the course we are pursuing as a club. We are proud to welcome them as a sleeve partner.”

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Commercial Director Michael Koster said: “At AZ we believe in the unifying power of sports. Nederlandse Loterij shares that belief and demonstrably invests in it. The partnerships they enter into aim to further grow and strengthen Dutch football. The principle of ‘by sports, for sports’ is still central, just as it is for us.”

Michael Kastelijns, managing director lotteries of Nederlandse Loterij, said: “AZ is a club with ambitions and competes for the prizes every season. That fits perfectly with Eurojackpot: the lottery for real winners, with the highest main prize in the Netherlands. With this lottery we support Dutch football and we want to help the sport further. Because Nederlandse Loterij is the biggest driver of sports and exercise. We are therefore proud of our collaboration with AZ as Official Sleeve Partner.”

The post Eurojackpot Becomes New Official Sleeve Partner of AZ appeared first on European Gaming Industry News.

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