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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.”
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GGPoker Launches Online Poker Millionaires – A New Docuseries Showcasing The High-Stakes Online Poker World Of GGPoker
Reading Time: 2 minutes
Online Poker Millionaires Episode 1 to premiere on GGPoker’s YouTube channel this Wednesday, November 12
GGPoker, the World’s Biggest Poker Room, is excited to launch Online Poker Millionaires, a new docuseries that takes viewers inside the world of high-stakes online poker. The series trailer will go live on GGPoker’s official YouTube channel on Monday, November 10, with Episode 1 featuring Alex Theologis made available on Wednesday, November 12.
Series Description
Online Poker Millionaires is produced in association with POKERfilms and reveals how the game’s most dedicated players turn a laptop, ambition, and discipline into real financial success. Online poker isn’t just a game – for some, it can be a path to financial success, where real money and real careers are built at GGPoker.
Each episode follows a different high-stakes player, uncovering the mindset, routines, and drive required to compete for life-changing prizes from behind the screen. The debut episode features Alex Theologis – a GGMillion$ and WSOP champion with over $9 million in GGPoker tournament earnings – offering an unfiltered look at the grind, preparation, and passion that define one of online poker’s most respected professionals.
Launch Week Schedule
- Monday, November 10 at 17:00 UTC | 12:00 EST: Official Trailer Launch on GGPoker’s YouTube Channel: YouTube.com/@GGPoker
- Tuesday, November 11: GGMillion$ live broadcast – Alex Theologis joins Jeff Gross as guest commentator at 18:15 UTC
- Wednesday, November 12 at 17:00 UTC | 12:00 EST: Online Poker Millionaires Episode 1 Premiere exclusively on GGPoker’s YouTube Channel
- Thursday, November 13: Reddit AMA (Ask Me Anything) with Alex Theologis on r/poker, discussing the making of the episode and his online poker journey
“Online poker let me build a life I never thought was possible when I started out,” said Alex Theologis, online poker professional. “It’s tough sometimes, but I wouldn’t trade this job for anything. I just want people who watch Online Poker Millionaires to get a real, honest look at what it means to be a professional player.”
Mike Bailey, Director of Online Poker Millionaires, added: “When GGPoker approached me to create Online Poker Millionaires, I felt empowered; I wanted to show viewers the real people living real lives behind the monitors. These high-stakes pros may not care for the limelight, but I felt it was important to be able to highlight the talent and dedication that goes on behind closed doors on a daily basis.”
To be ready to catch every moment of the upcoming Online Poker Millionaires, please subscribe to GGPoker’s official YouTube channel at GGPoker.TV.
The post GGPoker Launches Online Poker Millionaires – A New Docuseries Showcasing The High-Stakes Online Poker World Of GGPoker appeared first on European Gaming Industry News.
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The International Esports Federation (IESF) proudly announces the 19 nations set to compete in Mobile Legends: Bang Bang (MLBB) at the 16th World Esports Championships (WEC25), hosted in Kuala Lumpur, Malaysia.
This year’s MLBB competitions will see teams from Egypt, South Africa, Dominican Republic, Peru, Colombia, Argentina, Bolivia, Kazakhstan, Mongolia, Nepal, Cambodia, Indonesia, Myanmar, Iran, Türkiye, Belarus, Romania, Uzbekistan, and host nation Malaysia come together in the spirit of unity, passion, and competition.
From South America to Central Asia, and from Europe to Southeast Asia, the World Esports family will once again gather under one banner, celebrating the values that define the IESF: inclusivity, integrity, and the joy of play.
“Each year, the World Esports Championships bring together athletes and fans who share the same dream, to connect, to compete, and to grow,” said Boban Totovski, IESF General Secretary. “We’re proud to see Mobile Legends: Bang Bang continue to bridge cultures and inspire players around the world. Malaysia will be an incredible stage for this year’s competition.”
The WEC25 MLBB tournament will shine a spotlight on both rising stars and champions, with every nation bringing its own story, its own energy, and its own pride to the world stage.
As the host country, Malaysia is ready to welcome the world with open arms, offering a unique blend of culture, passionate fans, and an esports scene that continues to grow year after year. WEC25 will once again prove that esports is more than a game, it’s a moment where nations unite, athletes rise, and communities grow stronger together.
The post 19 Nations Set to Compete in MLBB at The World Esports Championships 2025 in Malaysia appeared first on European Gaming Industry News.
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Yaspa, the award-winning Pay by Bank fintech, today announced a new partnership with Sterling Lotteries, the UK’s market-leading External Lottery Manager (ELM). Sterling has selected Yaspa as its primary open banking payments provider for prize-led fundraising, enabling faster, safer, and more efficient supporter payments across its charity lottery programmes.
Sterling powers weekly lotteries and raffles for 800+ UK charities, from local organisations to national causes. By integrating Yaspa, Sterling can offer a streamlined Pay by Bank experience that confirms entries in real-time, reduces processing costs, and strengthens fraud protection, thereby freeing up more funds for impact.
Yaspa’s Head of Commercial, Amie Kadhim, said: “Sterling sets a high bar for reliability, security, and supporter experience. We’re proud to power their next chapter with instant bank payments that help charities move faster, enhance engagement, and achieve more with every donation.”
The partnership aligns with Sterling’s ongoing modernisation of the charity lottery model, bringing the convenience supporters expect, while improving cashflow and operational efficiency for fundraising teams. Entry confirmation is immediate and funds settle instantly, helping charities plan with confidence and reduce admin overheads.
Richard Dixon, Managing Director at Sterling, said: “We’re thrilled to be partnering with Yaspa to deliver an open banking solution that represents a true sector-first innovation. From the outset, it was clear that Yaspa shares Sterling’s vision for using technology to drive meaningful change in the charity lottery space. Open banking has transformed retail and financial services and now we’re bringing that same innovation to fundraising. It’s faster, more secure, and significantly more cost-effective for charities. By harnessing open banking, we offer charities a bold, efficient, and future-proof way to engage supporters, especially digital-first donors who expect a seamless experience.”
Key benefits for Sterling and its charity partners include:
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Instant payment settlement and immediate entry confirmation
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Lower processing costs compared with traditional methods i.e. debit and credit cards
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Reduced fraud and chargeback risk, utilising bank-grade security
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A smoother, mobile-first, user journey for supporters
The post Sterling Lotteries selects Yaspa as its primary open banking payments partner appeared first on European Gaming Industry News.
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