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Virgin Bet has today announced a new partnership with TNT Sports, becoming the sponsor of its exclusive UEFA Europa League and UEFA Conference League coverage in the UK and Ireland for the 2025/26 season.

Running from September 2025 through May 2026, the sponsorship will see Virgin Bet take a prominent position across TNT Sports’ linear, digital, and out-of-home (OOH) platforms. Branding will feature throughout live match coverage and editorial programming on TNT Sports’ linear broadcasts, as well as digital placements and a significant OOH presence in pubs nationwide, bringing Virgin Bet closer to fans wherever they watch the game.

This collaboration unites two brands that share a passion for delivering premium experiences for sports fans. TNT Sports holds a leading position in UK football coverage, showing more than 700 live matches per season across all competitions including all 342 UEFA Europa and Conference League games exclusively live on its linear channels and discovery+, the UK’s fastest-growing streaming platform.

The deal represents a major milestone for Virgin Bet, marking its first significant step into football as part of a broader UK sports sponsorship strategy. With a comprehensive sportsbook offering and a top-rated casino product, Virgin Bet continues to connect with fans across the UK through exciting, relevant partnerships.

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Building on its strong foundation in sports sponsorship, including a significant presence in UK horse racing, Virgin Bet’s partnership with TNT Sports underscores its commitment to being at the heart of major sporting moments.

The partnership was brokered by media agency Bicycle London and Sky Media, who facilitated the deal between the two brands.

Dominic Vye, Marketing Director, Virgin Bet, said:

“As one of the UK’s fastest-growing sportsbooks, Virgin Bet is always looking to connect with fans in meaningful ways.

“Partnering with TNT Sports gives us an incredible platform to put Virgin Bet in front of football fans during some of the biggest nights in European football, while reinforcing our commitment to delivering a standout customer experience and an extensive product offering.”

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“It’s an exciting step forward for the brand and a big part of our plans to keep growing in the UK and delivering the best experience we can for our customers.”

Mike Rich, Group SVP Ad-Sales and Brand Partnerships, UK & Ireland and International at Warner Bros. Discovery added: “We’re thrilled to welcome Virgin Bet as a sponsor of our exclusive UEFA Europa and Conference League coverage. Each season we deliver the most compelling and immersive football content to viewers in the UK and Ireland on TNT Sports and discovery+ as part of our mission to be right by the fans.

“Partnerships such as this enable us to enhance that storytelling experience even further and we look forward to working closely with Virgin Bet throughout what promises to be another exciting European campaign.”

The 2025/26 UEFA Europa League and UEFA Europa Conference League seasons are set to kick off during the week commencing 22 September 2025, with live coverage available exclusively on TNT Sports and streaming on discovery+.

The post VIRGIN BET SCORES BIG WITH TNT SPORTS UEFA EUROPA LEAGUE & CONFERENCE LEAGUE SPONSORSHIP appeared first on European Gaming Industry News.

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Lottomart has expanded its partnership with UK-based game studio Blueprint Gaming, implementing a direct platform integration on the back of a national TV campaign that showcased a range of the developer’s most popular titles.

Through the direct integration, Blueprint titles on Lottomart can now further incorporate a range of in-game tools, including in-game Free Spins, Super Mode, Chained Bonusing, and the Big Win Board. These features are designed by Blueprint to provide varied gameplay mechanics across its portfolio.

As part of the rollout, Rapid Fire Jackpots will also be added to the platform. This Blueprint-developed feature offers jackpot opportunities with values starting from £250 and ranging up to £7,500, alongside multipliers between 5x and 1000x. Rapid Fire Jackpots will run alongside Blueprint’s existing Jackpot King system and an extension to Lottomart’s current jackpot offering.

This all follows Lottomart’s national TV campaign, which focused solely on Blueprint content, featuring popular titles such as Fishin’ Frenzy and Eye of Horus. The campaign also presented viewers with an insight into the Jackpot King feature available across their titles.

For Lottomart, the partnership provides increased flexibility in implementing games, bolstering their marketing agreements, and maintaining consistent presentation of Blueprint content across multiple channels.

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“Our extended collaboration with Blueprint Gaming represents a significant step in our ongoing content development strategy,” said Chris Ruddock, Commercial Director at Lottomart.

“We look forward to building on our partnership, adding to Blueprint’s current game catalogue, and joining forces on marketing initiatives to deliver best in class experiences for our players.”

The expanded agreement reflects Lottomart’s focus on strengthening supplier relationships and ensuring its content library continues to develop in line with market opportunities.

The post Lottomart Rolls Out Direct Integration with Blueprint Gaming Following National TV Push appeared first on European Gaming Industry News.

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Boomerang Partners participated in the SBC Summit Lisbon from September 16th to 18th, one of the main events in the iGaming and online betting industry. The event was attended by over 30,000 delegates, with over 1,500 visiting Boomerang Partners at Booth F1. It became a focal point for exhibition visitors, thanks to interactive activations, unique performances by artists, and a raffle featuring authentic memorabilia from sports legends.

Unique booth concept and theatrical performances

The SBC Summit marked a significant milestone for Boomerang Partners. The company presented its client portfolio of brands and competitive advantages. Over the three days of the event, over 210 business meetings were held at its booth, and 15 partnership agreements were signed. The booth was decorated in accordance with the ‘Boomerang Arena’ concept, showcasing Boomerang’s commitment to sports, innovation, and development. It featured three unprecedented live performances by professional artists, which attracted the attention of hundreds of Summit participants. These unique performances have all the potential to become a new trend in the industry.

Online raffle of sports memorabilia

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One of the key elements of the Boomerang Partners booth decoration was the photo zone with a memorabilia gallery of sports items that belonged to star athletes. On September 17th, an online raffle was held, where participants could win an item previously owned by legends Rafael Nadal, Cristiano Ronaldo, Tyson Fury, and Fernando Alonso. 86 people participated in the raffle by following the entry requirements. On September 16th or 17th (before 4:00 PM), they took a photo of the booth’s photo zone and posted it on their Instagram stories or LinkedIn, tagging the Boomerang Partners account. The winner was selected via random draw using certified tools and announced at the booth and on Boomerang’s social media. He chose Cristiano Ronaldo Framed Football as the prize.

Awards and recognition

For the second year in a row, Boomerang-Bet, a product from Boomerang Partners’ client portfolio, has won the prestigious ‘Rising Star in Sports Betting’ (Operator) award. The SBC awards jury’s recognition duly appreciates the brand’s advantages.

The jury at the SBC Awards also recognized Boomerang Partners’ well-thought-out strategy for developing its presence on social media. The company received the ‘Social Media Campaign of the Year’ award for the success of its two YouTube channels. At the beginning of 2025, each channel surpassed 100,000 subscribers and was awarded the YouTube Silver Play Button. Nine months prior, videos on both channels had garnered over 200 million views.

Additionally, Darina Sharban, Boomerang Partners affiliate team lead, took the Silver Place in the ‘Affiliate marketing manager of the year’ nomination.

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Golden Boomerang League

Also, at the SBC Summit, attendees visiting the Boomerang Partners booth learned more about the new sports traffic tournament, Golden Boomerang League, and registered as participants. The tournament runs until October 31st and offers participants a chance to compete for direct entry to the Golden Boomerang Awards 2026 and a 2x AC Milan Experience, including flights, accommodation, and AC Milan home match access. To qualify for the prize draw, affiliates must generate 20+ sports FTDs on brands from Boomerang’s portfolio.

Anton Eshtokin, Chief Marketing Officer of Boomerang Partners, commented: “We are pleased with Boomerang Partners’ participation in the SBC Summit Lisbon. The ‘Boomerang Arena’ concept of our booth, the unique performances by artists, and the raffle of memorabilia from sports legends garnered significant attention. The booth visitors showed a keen interest in the brands from our client portfolio and the opportunities for collaboration. We are thrilled to win two prestigious SBC awards. This means we are moving in the right direction, and the industry recognizes it. We will continue to progress.”

The SBC Summit was an opportunity for Boomerang Partners to once again demonstrate their status as a leader in sports affiliate marketing. The company was one of the leading newsmakers of the event and set a new trend in the industry by combining marketing and art with performances from professional dancers.

About Boomerang

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Boomerang Partners is a rapidly growing global brand offering a wide range of services. Boomerang is the Official Regional Partner of AC Milan. In 2024, it launched the inaugural Golden Boomerang Awards — a global tournament for affiliate teams. More than 400 affiliate teams participated in the second season of the tournament in 2025. Boomerang launched six new products in 2024, contributing to a nearly 1.5-fold increase in product users.

Boomerang’s client portfolio contains 13 brands offering affiliate and entertainment services across 40+ markets in compliance with local regulations. These products provide personalized bonuses and 24/7 multilingual support.

The post Boomerang Partners’ highlights from SBC Summit 2025 – two SBC awards, Golden Boomerang League, raffle of sports memorabilia, and unique booth performances appeared first on European Gaming Industry News.