SBK becomes Bradford City betting partner in Strive-brokered deal
Partnership includes podcast launch as Smarkets-owned brand targets EFL visibility boost.
Key points:
– SBK becomes official betting partner of newly promoted League One club Bradford City
– Partnership includes branded podcast, behind-the-scenes access and fan-focused content
– Follows Strive’s continued consultancy for SBK and Smarkets in sports marketing deals
SBK, the sportsbook app developed by Smarkets, has agreed a new multi-year partnership with Bradford City AFC as the club begins its 2025/26 campaign in EFL League One.
The deal was facilitated by sports marketing consultancy Strive Sponsorship, a long-term advisory partner to both SBK and its parent company.
As part of the agreement, SBK will become one of Bradford City’s principal partners and its official betting sponsor. A central component of the partnership is the creation of a club podcast, offering supporters access to interviews with current and former players and behind-the-scenes insights.
Strive said the collaboration followed a “data-led, insight-driven” review of English football properties. The evaluation, conducted on behalf of SBK, focused on identifying rights holders whose audience and brand values aligned with SBK’s strategy for growing market salience.
Malph Minns, Strive Managing Director, said: “They’ve really bought into the data-led, insight-driven methodology we’ve developed to guide partnerships that aren’t just visible, but valuable.”
Adam Baylis, SBK Marketing Director, added: “Strive undertook a data-led strategic review of English football for us over the summer, identifying opportunities that fit within a clear strategy to help us build brand awareness and brand salience.”
Good to know: Strive has previously worked with affiliate OddsIndex and Smarkets on digital content initiatives, including daily US sports coverage and betting insights
The Bradford City podcast is intended to serve both commercial and engagement objectives, giving SBK an original content platform while offering the club new media output to connect with fans.
The collaboration adds to SBK’s growing activity within football, following previous content-focused campaigns and partnerships.
Bradford City’s CCO, Davide Longo, commented: “We are incredibly pleased to welcome SBK on board as the club’s official betting partner… Working with Strive has been an absolute pleasure. They are an incredibly thorough and professional outfit who are diligent in approach and work with a smile.”
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