SBK—a sports betting brand launched by Smarkets—has entered into a multi-year partnership with Bradford City Football Club, a newly promoted team in the English Football League One, becoming its official betting partner. This collaboration was facilitated by the sports marketing consultancy Strive Sponsorship, aiming to enhance SBK's influence in the UK football market through content innovation and brand cooperation.
Under the agreement, SBK will become one of the main sponsors of Bradford City, with one of the highlights being the launch of an official podcast. The podcast will cover interviews with current and former players, behind-the-scenes footage, and interactive segments for fans, creating an original content platform for the brand while also expanding new media channels and enhancing fan engagement for the club.
Adam Bellis, Marketing Director at SBK, stated that this partnership benefited from a data-driven English football marketing strategy assessment led by Strive this summer, aimed at identifying club resources that match audience structure, brand fit, and potential for impact.
Malph Minns, Managing Director of Strive, added: "SBK highly recognizes our data-driven, insight-first partnership strategy. We ensure not just 'visible' exposure but also 'valuable' connections."
Davide Longo, Chief Commercial Officer at Bradford City, welcomed the partnership: "SBK is an ideal partner, and we are impressed by Strive's professional services. We look forward to a mutually beneficial collaboration off the field as well."
This partnership also continues SBK's recent content-oriented brand strategy, following collaborations with Smarkets and OddsIndex to launch daily sports commentary and betting insights, as SBK continues to expand its layout in the sports media field.
