partnerships
SGG Media & Pro League Network Announce Social Media Sports Partnership
SGG Media will use its extensive network of two-thousand sports micro-influencer content creators and 60 million sports fan followers to create impactful and memorable social media marketing c ampaigns for Pro League Network’s roster of unique sports content.
Pro League Network (PLN) is the leading sports media and entertainment company producing fun, unique sports optimized for wagering. PLN launched in 2022 with a vision to create a new type of sports entertainment, combining a diverse range of sports with social media creators to provide a unique watch’n’wager betting experience.
PNL’s portfolio of sports features some of the viral sports competitions in the world, including the World Putting League, CarJitsu Championship, SlapFIGHT Championships and the highly anticipated streetball 3×3 league str33t, produced in partnership with Kevin Garnett and Big Ticket sports.
PLN’s sports are now available for wagering by many leading sportsbooks, including DraftKings, bet365, and Betfred, in the U.S. and internationally.
“Many of Pro League Network’s events offer legal wagering our targeted micro-influencer social media sports fan audience may find interesting and entertaining” says Troy Paul – SGG Media CEO. “The sports offered may be something you have never seen before, but they are compelling, and you can’t turn away once these events start streaming!”
Mike Salvaris & Bill Yucatonis – Pro League Network Co-Founders said “Pro League Network’s goal is to introduce fun, live, betable, professional sports events to a new generation of players. These types of sports are fun for groups of fans to stream and watch in their own physical and on-line communities.”
“We aim to modernize sports entertainment by capitalizing on the exploding live streaming sports wagering market. SGG Media ’s experience in social media, excellent portfolio of highly engaged micro-influencer content creators, and unique approach to marketing are leading this new chapter in the history of alternative sports” says Troy Paul – SGG Media CEO .
Midnite — the UK sportsbook and casino — brought Sheffield United supporters closer to the club with a triple rollout of fan-first experiences. Across matchday travel, street art and a pop-up salon, Midnite delivered practical support, community investment and memorable moments for Blades fans.
The Midnite Express: luxury free coach travel to St Mary’s
Midnite relaunched The Midnite Express, providing free coach travel for 100+ Sheffield United fans to the Championship away game at Southampton. The 410-mile round trip included:
- Club legends on board: Michael Brown, Paddy Kenny and Rob Kozluk.
- On-coach entertainment: quizzes, Q&As and giveaways.
- Easy joining process for selected fans and a full away-day experience.
The trip ended in a 1–0 result for Southampton, but fans returned with memories of a well-organised, fan-focused day out.
“We loved creating The Midnite Express… We know how difficult it can be travelling to and from midweek away games with the high costs and time it takes, so we were always going to help out those lucky Sheffield United supporters by giving them an unforgettable away day experience.” — Andrew Mook, Head of Brand Marketing, Midnite
Painting the town red (and white): Chris Wilder mural & community support
Midnite unveiled a 50-square-metre mural celebrating club legend and manager Chris Wilder on The Railway pub opposite Bramall Lane. Key details:
- The mural recognises Wilder’s playing and managerial legacy, including his role in returning the club to the Premier League in 2019.
- Midnite donated £1,000 to The Railway to support a revamped outdoor area, improving the matchday atmosphere for Blades supporters.
The public artwork reinforces local identity while giving fans a new visual landmark close to the stadium.
New year, fresh trim: The Blades Salon pop-up
To kick off 2026, Midnite partnered with TaylorTaylor barbershop in Sheffield city centre to create The Blades Salon, a pop-up offering free haircuts for fans. Highlights:
- Sheffield United players Callum O’Hare and Michael Cooper joined the event and even tried the clippers, bringing fans up close to the squad.
- The activation was timed to lift spirits after a tough 2025 and reward supporters during a positive turn in form.
Why it matters
Midnite’s three activations combined practical value (free travel), cultural recognition (mural) and fan reward (pop-up salon). The campaign strengthened ties between the brand and Sheffield United’s community, improved the matchday experience, and created shareable moments that matter to modern football fans.
The post Midnite completes hat-trick of fan-led activations with Sheffield United appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
Jeff Stelling
OLBG announces broadcasting legend Jeff Stelling as brand ambassador and host of new podcast series
Leading online sports betting community OLBG (Online Betting Guide) has announced Jeff Stelling as its new brand ambassador, which also sees the launch of a new podcast series.
Broadcast legend Stelling has linked up with the influential sports platform to produce revealing interviews with top sports stars and celebrities.
Stelling, one of the UK’s most popular and respected TV and radio personalities, has a black book unrivalled in the sports media and is looking to utilise his contacts on his new podcast.
The Jeff Stelling Show in partnership with OLBG, will see him given free rein to talk with guests about subjects that may have previously been off limits in other roles during his illustrious career.
OLBG is an online platform that provides punters with information, tools and community-led insight. The site offers tips, data-led analysis, operator reviews and educational content across sports betting, casino and bingo, supported by one of the industry’s longest-running tipping communities.
Stelling stories
Stelling said: “I’m absolutely delighted to be joining OLBG and am excited about how we can develop this new podcast series.
“I’ll be inviting guests, some old colleagues and others from the sporting world, to join in the fun and I’m sure there will be some cracking stories for viewers and listeners to hear.
“We’ll cover all the topics sports fans really enjoy, and as with everything over my career there is likely to be no shortage of laughs as well as seriousness.”
OLBG CEO Richard Moffat said: “We’re excited to announce Jeff Stelling as brand ambassador for OLBG and to be launching The Jeff Stelling Show later this year.
“This is a series designed to resonate with the loyal following Jeff has built over decades as one of British sport’s most recognisable personalities and the voice of Saturday afternoon football.”
The post OLBG announces broadcasting legend Jeff Stelling as brand ambassador and host of new podcast series appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
Alberto Menolascina SVP of UK and New Business at Gopuff
Allwyn–Gopuff Collaboration Brings The National Lottery Straight to Your Door
Allwyn’s Retail Revenue & Customer Director, Alison Acquaye-Acford, said: “We’re always looking at ways to respond to the ever-evolving retail environment and the changing ways people are buying grocery products – with ease and convenience being key factors. And through this new partnership with Gopuff, we’re doing just that.
“We’re making it even easier for existing National Lottery players to get the games they want to play quickly and safely. But we’re also looking to make the most of Gopuff’s presence in cities, reaching new customers who are already shopping through the platform. All of this is helping us continue to build on the £32m raised, on average, every week for Good Causes – which is what The National Lottery is all about.”
“At Gopuff, we’re constantly focused on improving the customer experience and bringing our consumers more of what they love in minutes,” added Alberto Menolascina, SVP of UK and New Business at Gopuff. “This new partnership with Allwyn enables us to do just that. Since launching the pilot program last month, our customers have shown an immediate interest in this new offering. This is instant commerce in action, giving customers what they want, when they want it, safely and conveniently.”
The post Allwyn–Gopuff Collaboration Brings The National Lottery Straight to Your Door appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
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