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Kris Johnson is a Charlotte-based deputy editor. He joined CasinoBeats in July 2025 and oversees the daily news flow of editing and publishing. Kris also reports on all aspects of the gambling industry with a...
Read Full BioUK sportsbook SBK unveiled its new advert for the Premier League season — “Betting Without the Bullsh*t” — and billed it as the first fully AI-generated campaign. The bold and edgy result is the product of a successful collaboration between SBK and Dublin-based creative agency, The Tenth Man.
SBK Flexes as Disruptor in ‘Stagnant’ UK Sports Betting Market
SBK takes direct aim at tropes associated with traditional sportsbook marketing in the UK, and positions itself as a disruptive challenger in a market where established operators struggle to differentiate themselves. SBK focuses on sports betting for real fans. You won’t find casino, roulette, or bingo among its offerings.
The 20-second spot above features themes of transparency and value that align with SBK’s new “Best Price” product feature. This price comparison tool informs customers when they have the best odds compared to other sports betting operators—and when they don’t.
The new campaign was entirely completed using advanced AI tools. It is being positioned “as a step-change in betting marketing — allowing SBK to accelerate production without compromising creative standards.”
SBK Marketing Director Adam Baylis commented: “We’ve always stood for fairness, transparency, and the best odds. This campaign says exactly that — no spin, no gimmicks — and leveraging AI allowed us to move fast and cut through the noise.”
Ken Robertson, CEO & founder of The Tenth Man, previously served as the former Head of Mischief at Paddy Power. Robertson noted the campaign was “designed to challenge a ‘stagnant’ industry and demonstrate AI’s potential beyond novelty.”
“We wanted to show what happens when you ditch the overblown nonsense and get to the point in both the message and the production. This isn’t AI for the sake of it. It’s AI used to push creative boundaries and get a bold idea into the world faster than the old rules allow.”
The campaign has already been rolled out on SBK’s digital and social channels, and targeted placements will align with the start of the Premier League season.
SBK, the sportsbook subsidiary of London-based Smarkets, also operates in two US states: Colorado and Indiana.
SBK Inks Partnership Deal With Premier League’s AFC Bournemouth
Last month, SBK signed an “Official Training Wear” deal with AFC Bournemouth of the Premier League.
The SBK brand will be prominently featured on the front of all first-team training wear, in various digital content, and the club’s training galleries. SBK also took over as the Presenting Partner of the AFC Bournemouth podcast.
The company followed that up by signing an official sponsorship deal with Blackpool in League One. As part of the deal, SBK branding will be featured around the stadium at Bloomfield Road, as well as on the management team’s bench wear on match days. New digital media initiatives will include a new club podcast, a joint venture with SBK this season.
Blackpool Head of Sponsorship & Partnerships Martin Booker said of SBK: “They have already built some successful partnerships across the UK in the Premier League and Scottish Premier League, and we look forward to activating this new partnership here at Bloomfield Road.”
Last year, SBK and Hibernian FC of the Scottish Premier League entered a sleeve sponsorship deal that gives the sportsbook exclusive exposure on the men’s first-team playing kit until the summer of 2026.
