Bradford City recently gained promotion to EFL League One. The club required new commercial partnerships following their advancement to the higher division.
SBK operates as Smarkets’ consumer-facing sportsbook application. The platform competes in the UK’s regulated betting market alongside established operators.
Strive Sponsorship conducted a strategic review of English football during summer 2024. The consultancy analysed clubs across multiple divisions to identify suitable partnership opportunities.
Malph Minns, Managing Director at Strive Sponsorship, 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.”
The partnership includes the launch of a Bradford City podcast. This content initiative will feature interviews with current and former club personnel.
Bradford City’s fanbase represents the target demographic for SBK’s brand building objectives. The club’s supporter profile aligned with the betting operator’s market research findings.
Strive specialises in sports marketing consultancy services, and the agency focuses on connecting brands with rights holders through data-driven partnership strategies.
SBK’s complete marketing package is now available through Bradford City’s commercial channels. This covers branding rights, promotional opportunities, and content creation initiatives.
The podcast will provide behind-the-scenes access and historical club stories. Episodes will feature monthly content designed to engage Bradford City supporters.
Adam Baylis, Marketing Director at SBK, commented: “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.”
The arrangement grants SBK significant visibility throughout Bradford City’s League One campaign. Strive’s network facilitated access to commercial opportunities beyond standard sponsorship packages.
Bradford City supporters now have access to exclusive podcast content through the partnership. The marketing materials and interview access are designed to strengthen fan engagement.
SBK joins the partnership following their parent company Smarkets’ continued UK market expansion. The betting platform’s growth strategy occurred before the announcement of this sponsorship agreement.
Davide Longo, Chief Commercial Officer at Bradford City AFC, said: “We are incredibly pleased to welcome SBK on board as the club’s official betting partner and will look forward to working closely with them over the next two seasons.”
Strive continues adding sports partnerships to its consultancy portfolio. Each arrangement expands the agency’s expertise across different sports properties and commercial structures.
The deal follows a pattern of betting operators seeking authentic fan engagement opportunities. Similar content-focused partnerships exist throughout English football’s lower divisions.
This partnership represents standard commercial development for both organisations. Bradford City secures additional revenue streams while SBK gains targeted brand exposure.
The collaboration includes contract negotiations handled entirely by Strive Sponsorship, whereas the consultancy managed rights acquisition and activation planning for both parties.
Fast-growing betting markets require differentiated marketing approaches beyond traditional advertising. SBK’s podcast strategy targets long-term brand affinity rather than immediate customer acquisition.
