Category Archives: Betting

National Lottery brings back ‘It Could Be You’ slogan after 26 years

Allwyn is continuing its overhaul of the National Lottery with the return of the famous “It Could Be You” slogan, back on UK screens for the first time in more than 26 years. The relaunch of the line, which was first used in 1994 alongside the golden pointing hand, is part of a wider strategy …

SBC Leaders magazine: Allwyn enjoying the private life of being a very public company

Allwyn has the potential to become a valuable listed business, but investors should not expect the move anytime soon, the group’s long-serving CEO Robert Chvatal tells the new edition of SBC Leaders magazine. In issue 37’s cover feature, Chvatal reflects on the transformation of Sazka (as the business was called when he became CEO 12 …

A higher tax on gambling could just be a tax on problem gambling – we need to talk this through

It may surprise many of our regular readers, but despite stumbling through a module on political economics as a 19 year-old first year university student I am not a qualified economist. I am, however, a qualified journalist, with a nice masters’s degree certificate to prove it and everything, fancy myself as a political commentator as …

Can Starmer’s cabinet rejig be any good for horse racing?

James Murray is the new Treasury Chief Secretary under Keir Starmer’s cabinet, which could swing either way for the horse racing duty. Yesterday, 1 September, Keir Starmer announced a mini cabinet reshuffle, giving Murray his next government position while also moving Darren Jones to a brand new role – Chief Secretary to the Prime Minister. …

Sweden targets young adult gambling debt in new campaign

Spelinspektionen, the Gambling Inspectorate of Sweden has launched “a new chapter “of its nationwide campaign to increase awareness of gambling risks and harms amongst youth and young adult audiences. Launched as the fourth chapter of Spelinspektionen’s ‘youth protections series’, the campaign is titled “With your future at stake”. The messaging shifts focus towards the issue …

Boomerang Partners: AC Milan partnership has created long-lasting benefits

As Boomerang Partners enters its second season as an official partner of Italian football giants AC Milan, the company’s Chief Marketing Officer Anton Eshtokin tells SBC News that the deal has been incredibly impactful and will continue to be throughout the current campaign. SBC: After the first full year of the partnership. How has your …

Belgium begins six-year journey to reshape gambling strategy

Philippe, the King of Belgium, has confirmed the names of all gambling regulatory members for the next six years. Listed in the King’s Royal Decree and published in the Official Gazette, all 12 members – six full and six substitutes – step into service to Belgium’s Kansspelcommissie from today (1 September). A total of five …

Swedish inspectorate views casino as weakest link of channelisation

Sweden has yet to achieve the channelisation target rate of 90% for its regulated online gambling marketplace. The latest channelisation figures, which detail the percentage of consumers gambling spend with licensed operators for 2024 were published by Spelinspektionen, the Gaming Inspectorate of Sweden. In 2019, Sweden re-regulated its online gambling marketplace under the laws of …

Bet365 looks to maximise exposure in year-two of Champions League partnership

The UEFA Champions League returns this week with some of the biggest clubs in European football going head-to-head, and it’ll likely be a big week for commercial partners like bet365. The British multinational sportsbook secured a huge marketing win in August 2024 when it became the first ever betting sponsor of the Champions League, a …

Flashscore redesigns match previews for new generation of football fans

Flashscore has redesigned its match previews as part of a “package of upgrades” that will be delivered by parent company Livesport Ltd during the 2025/26 football season. The global live scores platform of Flashscore is recognised as the oldest serving digital sports scores and information service, founded in 2002 – which now counts more than …