Sports marketing consultancy Strive Sponsorship has brokered a new multi-year partnership between fast-growing sportsbook brand SBK and Blackpool Football Club, as the Seasiders kick-off the 2025/26 EFL League One season.
The deal positions SBK as an Official Partner of Blackpool FC and extends the sportsbook’s expanding footprint across English football. Key elements of the partnership include high-impact branding visibility at Bloomfield Road, including presence on the coaching staff’s travel and touchline attire, as well as the launch of a new club podcast co-created by SBK and Blackpool FC to bring supporters closer to the team.
The agreement follows a data-informed strategy developed by Strive for SBK that identified rights holders aligned with SBK’s values, target audiences, and growth ambitions.
“It’s exciting to see the next phase of SBK’s football strategy come to life through this partnership with Blackpool FC,” said Malph Minns, Managing Director at Strive Sponsorship.
“This deal reflects the value of a joined-up approach — where brand, rights holder and fan experience are aligned from the start.
“Blackpool FC have embraced the partnership opportunity with real energy, and the club’s ambitions made it a standout fit for SBK’s growing football presence.”
The new podcast initiative — mirroring similar activations brokered by Strive — will offer fans exclusive content, interviews, and insights throughout the season. It forms a key part of SBK’s content-first sponsorship strategy, aimed at building deeper and more meaningful relationships with football fans.
Adam Baylis, Marketing Director at SBK, said:
“We are delighted to announce our partnership with Blackpool FC for the forthcoming season and realise the next stage of our sponsorship strategy that we’ve worked on with Strive.
“There’s a real sense of momentum around the Club at the moment, and with Steve Bruce leading the charge, we know exciting times are ahead. At SBK, we’re proud to back the Seasiders and be part of the journey with the fans every step of the way.”
Martin Booker, Head of Sponsorship and Partnerships at Blackpool FC, added:
“We welcome SBK to the Club’s Official Partner portfolio for the 2025/26 season.
“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.
“It’s been a pleasure working with Strive in putting this deal together. They’ve been straightforward to work with and we’ve been able to align each party’s objectives very quickly to deliver this great new partnership.”
