Strive will provide the betting exchange platform with written and podcast content, editing, and content management services.

The group’s sports writers will offer insight, betting tips, previews, opinion pieces, and trends, with the content to initially focus on nine sports, including football, golf, rugby, NBA, and NFL.

“We are very excited to be bringing together so many great writers for a new betting content site that aligns with our mission for Smarkets to be a leading information source,” said Smarkets spokesperson Adam Baylis.

“Smarkets News will provide unique angles and fascinating trends from our wide range of sporting betting markets. Strive was the obvious partner to help us deliver this vision given their great team and strong understanding of sport, betting markets, engaging digital content, and their consistently high level of delivery over a number of years.”

The new agreement is an extension of an existing four-year relationship between Smarkets and Strive, whereby the latter has provided social media content services across both the Smarkets exchange and SBK sportsbook brands.

Strive Sponsorship Managing Director Malph Minns commented: “The betting industry is highly competitive and content is playing an ever more important role in attracting and retaining customers. 

“Therefore, to be entrusted with developing longer form content for both the Smarkets exchange and SBK sportsbook app is testament to the high quality and versatile team we have and our ability to deliver specialist content agency services.”