SBK has been announced as the official betting partner of English Football League club Bradford City.
Widely regarded as one of the UK’s best sports betting apps with its competitive odds, SBK has put pen to paper on a multi-year deal with the Bantams.
The UK betting site will become one of Bradford’s principal partners and the creation of a club podcast will follow, giving supporters a peek at behind-the-scenes content as well as interviews with former and current players.
The agreement was brought together by sports marketing consultancy Strive Sponsorship, who have worked with SBK and its parent company Smarkets for many years.
Managing Director for Strive, Malph Minns, said Bradford have “really bought into the data-led, insight driven methodology we’ve developed to guide partnerships that aren’t just visible, but valuable.”
A spokesperson for SBK 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.”
SBK branding can now be seen across Bradford’s social media platforms in matchday graphics.
Matchday in Austria! 🇦🇹#BCAFC | @sbk pic.twitter.com/RoTIjD7O9e
— Bradford City AFC (@officialbantams) July 18, 2025
Exchange-Based Sportsbook SBK Continues To Grow In Popularity
SBK offer a unique experience to other sportsbooks in the UK as their odds are based on exchange markets, so they’re going to be based on the most competitive prices.
They reflect the market much more closely than traditional online casinos and despite not being as big in popularity, they certainly rival the likes of bet365 and Betfair.
SBK is a mobile-only platform that features a nifty comparison tool. Their best price feature compares SBK’s odds with the seven biggest bookmakers in Britain and the data updates every 30 seconds so players can see where the best value lies.
Another good thing about SBK is that there is no virtual betting or digital games – including slot games and casinos. It focuses on real events that happen across the globe and that approach attracts serious bettors.
Joe Lyons is a betting industry writer for GamblingIndustryNews with years of experience on reputable gambling websites. Joe specialises in long form content in the world of sports betting and gambling. Joe is recognised as an expert in sports fields such as horse racing, soccer, NFL and NBA.
