Pioneering online sportsbook operator SBK and disruptive creative agency The Tenth Man have launched ‘Betting without the Bullshit’, a bold, fully AI generated 360 campaign ahead of the Premier League season, marking a category first in sports betting marketing.
The hero 20-second spot takes aim at the noise, clichés, and gimmicks that dominate the industry. Stripped-back, visually arresting, and straight-talking, the campaign showcases SBK’s latest ‘Best Price’ product innovation and best odds promise, without a hint of fluff.
Conceived, designed, and produced entirely using advanced AI tools by The Tenth Man’s creative team, ‘Betting without the Bullshit’ demonstrates how AI can supercharge creative speed and originality without compromising craft.
Adam Baylis, Marketing Director at SBK, said:
“At SBK, we’ve always stood for fairness, transparency, and the best odds in the market. ‘Betting without the Bullshit’ says exactly that; no gimmicks, no spin as well as a subtle nod to our roots in finance. Partnering with The Tenth Man on a fully AI-generated campaign allowed us to move quickly, stand out from the crowd, and launch something genuinely different for the new season.”
Ken Robertson, Founder & CEO of The Tenth Man, said:
“We wanted to show what happens when you ditch the overblown nonsense and get to the point in both the message and the production. This isn’t AI for the sake of it. It’s AI used to push creative boundaries and get a bold idea into the world faster than the old rules allow.”
The campaign is now live across SBK’s digital and social platforms, with targeted placements timed to coincide with the Premier League kick-off.
About SBK
SBK is an innovative sportsbook platform offering industry-leading odds and a unique betting experience. Built on a mission to bring fairness, transparency, and better value to sports bettors, SBK combines cutting-edge technology with user-first design.
About The Tenth Man
The Tenth Man is an independent creative agency known for disruptive ideas and fearless execution founded by former Paddy Power Head of Mischief, Ken Robertson. From headline-grabbing stunts to category-defining campaigns, the agency blends cultural insight with creative innovation and now, AI-powered storytelling, to help brands stand apart.
