New deal emphasizes fan engagement and content-driven sponsorship strategy
A Strategic Partnership as Bradford City Returns to League One
SBK, the sportsbook app owned by Smarkets, has officially signed on as the betting partner of Bradford City AFC, marking a significant step as the club kicks off its 2025/26 EFL League One season. The partnership, facilitated by Strive Sponsorship, underscores a growing trend in sports marketing: leveraging data-driven insights to craft meaningful brand alliances.
Content at the Core: Podcast and Behind-the-Scenes Access
Unlike traditional sponsorships that focus solely on branding visibility, this deal introduces fan-centric content initiatives. A club-branded podcast, backed by SBK, will provide exclusive interviews with current and former players, offering supporters an intimate look at the team’s journey.
Additionally, SBK’s sponsorship includes behind-the-scenes access, giving fans an insider’s perspective while reinforcing the bookmaker’s engagement with the football community.
Data-Driven Selection and Market Strategy
The partnership stems from a comprehensive review of English football properties conducted by Strive Sponsorship. This analysis identified clubs whose audience demographics and brand values align with SBK’s goal of boosting market salience in the competitive UK betting market.
Malph Minns, Managing Director of Strive, emphasized the role of analytics in modern sponsorships, stating:
“They’ve really bought into the data-led, insight-driven methodology we’ve developed to guide partnerships that aren’t just visible, but valuable.”
This strategic alignment ensures that the partnership is mutually beneficial—driving SBK’s brand recognition while enriching Bradford City’s media offerings.
SBK’s Expanding Football Footprint
SBK has steadily built its presence in football through content-focused campaigns and strategic sponsorships. This latest collaboration signals an intent to deepen its ties with the sport while leveraging fan engagement as a key marketing tool.
Bradford City’s Chief Commercial Officer, Davide Longo, praised the partnership:
“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 diligent, professional, and proactive.”
Looking Ahead: Building Value Beyond Branding
As football clubs increasingly seek innovative commercial partnerships, the SBK-Bradford City deal highlights how sponsorships are evolving beyond logo placements. By focusing on content creation, fan connection, and strategic data use, SBK positions itself as more than a betting partner—it becomes an integral part of the supporter experience.
With the new season underway, both parties aim to translate this partnership into stronger fan engagement and enhanced brand visibility across the football landscape.
