SBK has been named the Official UK Betting Partner of Huddersfield Town FC, securing its second major English Football League (EFL) sponsorship deal of the summer.
The multi-year agreement, which was brokered by the sports marketing agency Strive Sponsorship, will commence with the 2025/26 season. The partnership is built around a modern, content-first strategy that integrates the SBK brand directly into the club’s media output, moving beyond traditional sponsorship assets to foster a deeper connection with the fanbase.
As part of the innovative deal, SBK will become the title sponsor of a new official club podcast.
The sportsbook brand will also feature prominently in post-match coach interviews and across selected social media content, ensuring consistent and relevant visibility. In addition to these digital activations, SBK will benefit from high-impact branding placement within the club’s John Smith’s Stadium.
This dual approach of digital content and in-stadia presence is designed to create a comprehensive and engaging brand experience for Huddersfield Town supporters. The deal mirrors a similar partnership Strive brokered for SBK with Bradford City earlier in the summer.
Leaders from all three organizations praised the collaborative and strategic nature of the partnership.
Strive’s Managing Director, Malph Minns, highlighted that the deal “goes beyond branding and into meaningful fan connection.”
Adam Baylis, SBK’s Marketing Director, commended Strive’s ability to align brand goals with media-led opportunities.
We’re delighted to have SBK partnering with Huddersfield Town this season. It was fantastic to see the Terriers get off to a winning start on Saturday and we look forward to supporting the team and its fans throughout what we hope will be a truly exciting campaign.
Dan Wilczynski, Huddersfield Town’s Business Development Manager, added that the partnership brings value not just to the club and the brand, but “most importantly, the fans,” underscoring the fan-centric approach at the heart of the agreement.
We’re pleased to welcome SBK as our Official UK Betting Partner for the 2025/26 season. It’s great to have them on board and we’re looking forward to working together across what we hope will be a successful campaign both on and off the pitch.
