Midnite has renewed its partnership with Southampton FC for the 2026/27 season, continuing as the club’s Official Training Kit partner and back-of-shirt sponsor.

The company said the extension builds on its first season with the club in 2025/26, when it ran supporter activations including “Midnite Express” away travel, a commemorative tifo marking the 50-year anniversary of Southampton’s FA Cup success, and hospitality giveaways via its “Ticket Treats” campaign.

For 2026/27, Midnite is introducing a season-long fan initiative called “2UP”. Under the format, if Southampton go two goals up in any home league match, one fan wins the 2UP prize pot. Midnite said the pot increases by £1,000 each week a jackpot is not won, and noted Southampton held a two-goal home lead on six occasions last season.

Greg Baker, Chief Revenue Officer of Southampton Football Club said:

“We’re delighted to continue our partnership with Midnite after a successful first season together.

“They’ve consistently looked for new and engaging ways to reward our supporters, whether through unique matchday experiences, away travel or fan competitions, and we’re excited to see that continue this season.

“The launch of 2UP is another fantastic example of that commitment and we look forward to seeing Saints fans enjoying the campaign throughout the 2026/27 season.”

Andrew Mook, Midnite‘s Head of Brand Marketing, added:

“We’re excited to be Southampton’s Official Training Kit partner for a second year.

“During the 2025/26 campaign, Midnite worked closely with the club to create experiences that reward Saints supporters. From helping fans travel in style on the Midnite Express and commissioning the club’s commemorative FA Cup tifo, to providing hospitality experiences through Ticket Treats, our aim has always been to add something extra for Saints fans.

“With that said, we are pleased to introduce ‘2UP’ where one lucky fan will win prize money if Southampton take a two-goal lead in any home league fixture, with £1,000 being added to the pot after each game at St Mary’s.

“With Southampton taking a two-goal lead at home six times last season, we’re looking forward to seeing a number of Saints fans rewarded through ‘2UP’ during the campaign.”

The post Midnite extends Southampton FC sponsorship through 2026/27 and rolls out ‘2UP’ fan prize appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.

AC Sparta Praha has extended its principal partnership with Betano through 30 June 2029. Betano, Kaizen Gaming’s online betting and gaming brand, has held principal partner status since 2023 and will continue to feature on the shirts of Sparta’s men’s A-team, B-team and first women’s team.

Tomáš Křivda, CEO of AC Sparta Praha, said: “The three-year partnership with Betano has brought benefits to both sides, and I am very glad that it will continue. Sparta is a brand with weight and reach in Czech sport, and the partnership reflects that. Together we are setting the standard in Czech sport for what such a relationship should look like. It does not stop at a logo on the shirts. Together we have prepared a range of activations for fans, offered them attractive competitions and experiences, and opened up topics beyond the pitch as well, such as stadium accessibility. All with a clear focus on the fan. It works because we are pursuing the same goal. Extending it for another three seasons is therefore a logical step, and I believe we will build well on the work we have started”.

The clubs said the renewal follows joint activations including the “Million Kick” halftime competition, which has awarded two prizes of one million CZK over the first three seasons of the partnership. The companies also pointed to international-facing collaborations involving first-team players and representatives of Aston Villa F.C. and Club de Regatas do Flamengo.

Julio Iglesias Hernando, Chief Commercial Officer at Kaizen Gaming, said: “We are truly delighted to extend our partnership with AC Sparta Praha until 2029. Over the past three years, we have built a profound relationship founded on mutual trust and a shared pursuit of excellence. This renewal reinforces our commitment to Czech sport and its fans, aligning perfectly with our global strategy of partnering with elite sporting institutions that represent the very best the international stage has to offer. At the same time, we remain dedicated to shaping a safe, reliable and responsible gaming environment for everyone”.

Sparta and Betano said upcoming seasons will include an “enhanced Betano Million Kick” and additional fan formats, while the Betano Game prediction contest, draws for places in the Betano Zone, match streams and other benefits will continue. The partners also highlighted ongoing CSR work focused on stadium accessibility and inclusivity at the epet Arena, including audio navigation beacons, expanded wheelchair platforms, stadium tours for fans with visual or hearing impairments and audio-descriptive commentary, as part of Sparta’s stated aim to become “only the second football club in the world to receive the Access Champions certification.”

The post Sparta Prague extends Betano principal partnership through 2029 appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.

Merkur Group-owned operator will migrate retail and online sports betting across 50+ shops and hundreds of terminals onto EveryMatrix’s full stack.

EveryMatrix has agreed an omnichannel partnership with Betcenter Belgium to power the operator’s sports betting platform, replacing an in-house legacy setup with EveryMatrix’s full technology stack.

Under the deal, EveryMatrix will migrate Betcenter’s customer activities and operations and deliver sportsbook services across both retail and online channels. Betcenter operates online and in more than 50 retail betting shops, with 600 Self Service Betting Terminals (SSBTs) and 300 SSBT-light units, according to the companies.

The agreement extends EveryMatrix’s relationship with Betcenter owner Merkur Group, following a March announcement that EveryMatrix would power Merkur’s Cashpoint brand in Denmark for online sports and casino and more than 1,000 sports betting terminals in 230 shops.

Ebbe Groes, Group Co-CEO & Co-Founder, EveryMatrix, said: “To be able to extend our partnership with Merkur Group in Belgium so soon after agreeing to work with its Cashpoint brand in Denmark is something you rarely see in our industry.

“There has been, and continues to, be an enormous amount of hard work put into both making and delivering these deals on both sides so I’d like to thank the Merkur Group and my own internal EveryMatrix teams for making this a reality.”

Mathias Dahms, Managing Director of the Sports Betting Division, Merkur Group, said: “We have learned to regard EveryMatrix as a reliable and competent partner and look forward to taking the next step with them on this challenging project in Belgium.

“Through this partnership, we will consolidate our market-leading position in Belgium and further expand it with new products.”

The post EveryMatrix to replace Betcenter Belgium sportsbook platform in omnichannel deal appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.