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STRIVE SECURES SBK X BRADFORD CITY DEAL TO DRIVE FAN-FOCUSED GROWTH
Sports marketing consultancy Strive Sponsorship has brokered a new multi-year partnership between SBK, the sportsbook app from Smarkets, and Bradford City AFC, newly promoted to EFL League One. The collaboration aims to deepen fan engagement and drive measurable brand impact for SBK through content innovation and strategic alignment.
The deal positions SBK as one of Bradford City’s main partners and official betting sponsor. The partnership’s centrepiece is the launch of a new club podcast, designed to give fans exclusive behind-the-scenes access, nostalgic stories, and in-depth interviews with past and present figures from the club.
The tie-up follows an insight-led strategic review of the English football ecosystem conducted by Strive on SBK’s behalf. This review identified rights holders whose brand values, audience profile, and commercial proposition aligned with SBK’s mission to grow awareness and salience in a crowded betting market.
“It’s been an absolute pleasure supporting long-term client SBK throughout this process, said Malph Minns, Managing Director at Strive.
“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 City team have been incredibly collaborative, and I’m excited to see the partnership come to life—especially with the podcast bringing fans closer to the club’s story.”
The deal showcases how Strive blends market intelligence, rights negotiation, and fan-focused activations to deliver partnerships that serve both brand objectives and supporter experience. For SBK, the podcast provides a powerful content platform to deliver long-term brand affinity, while Bradford City AFC benefits from a new media channel to build deeper connections with its loyal fanbase.
Adam Baylis, Marketing Director at SBK, said: “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.
“They also led on contract negotiations, securing us the rights we need to deliver value to the business.
“As a result of that work, we are thrilled SBK will be partnering with Bradford City AFC. Together, we will be bringing fans closer to the action and backing the Bantams every step of the way in what will be a really exciting season in Sky Bet League One.”
Davide Longo, Chief Commercial Officer at Bradford City AFC, added: “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.
“The introduction of a Bradford City podcast will help bring supporters closer to their club, hearing stories from former players and other guests each month.
“Working with Strive has been an absolute pleasure. They are an incredibly thorough and professional outfit who are diligent in approach and work with a smile.”
The post STRIVE SECURES SBK X BRADFORD CITY DEAL TO DRIVE FAN-FOCUSED GROWTH appeared first on European Gaming Industry News.

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Cubeia announces Cubeia Platinum Freeroll at SiGMA Poker Tour Malta
Cubeia, a Sweden-based iGaming software solutions provider, is proud to announce the Cubeia Platinum Freeroll as part of the SiGMA Poker Tour in Malta. The exclusive live event takes place on Friday, 5 September at 9PM at the prestigious Portomaso Casino in St. Julian’s.
The tournament will deliver an electrifying poker experience in one of Europe’s leading gaming hubs. Over five nights, players can settle into the high-stakes action, complemented by elevated VIP experiences, world-class accommodation, and unmissable entertainment.
With a substantial €150,000 guaranteed prize pool up for grabs, the Tour will be a standout event during this year’s SiGMA Euro-Med Summit. As part of the tournament, Cubeia’s Platinum Freeroll gives Platinum badge holders special entry to take part in the action. With free entry, a €5,000 prize pool, and limited seating, this freeroll combines high stakes with a truly exclusive player field.
Whether a seasoned pro or a recreational enthusiast, the SiGMA Poker Tour and Cubeia Platinum Freeroll offers competitors the chance to showcase their skills, and immerse themselves in the ultimate poker atmosphere, amongst the global iGaming movers and shakers.
Cubeia’s Head of Poker Simon Isbäck commented: “It’s a privilege to team up with SiGMA to host the Cubeia Platinum Freeroll at the SiGMA Poker Tour. Every opportunity we have to showcase our passion for poker is one we go all in for. Giving Platinum badge holders entry to the exclusive chance to experience live tournaments at one of Europe’s most iconic casinos – certainly not one to fold on!”
The post Cubeia announces Cubeia Platinum Freeroll at SiGMA Poker Tour Malta appeared first on European Gaming Industry News.
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Embrace Your Inner Maverick in Hacker’s Haven
No soft launch. No warnings. Hacker’s Haven is here
DEGEN Studios is live, and we’re not here to play safe. Introducing our debut slot, Hacker’s Haven. You’re not a player, you’re a disruptor. It’s time to plug in, jack up, and start hacking.
Now live through Yggdrasil’s distribution network, Hacker’s Haven offers exhilarating features, huge wins of up to 20,000x your stake, and a real-world inspired design.
Join a mysterious Hacker as he works his magic across the reels. Utilise an arsenal of digital tricks, including Multiplier Wilds, Cascade-triggering Virus symbols, and innovative Free Spins to secure huge wins.
The Hacker is not just a character. He’s one of you. A real-player reimagined on the reels. He embodies everything we stand for: disruption, defiance, and rebellion. This is not just a game. It’s an invitation. A rallying cry for players to embrace their inner maverick and help DEGEN Studios change the game.
DEGEN Studios said: ‘Hacker’s Haven is not just our debut slot, it’s a warning shot. We didn’t come here to follow trends; we came to break them. Our games are ‘built by gamers, for gamers’, and this commitment is on full display in Hacker’s Haven.
“Brace yourselves. This is just the beginning.”
The post Embrace Your Inner Maverick in Hacker’s Haven appeared first on European Gaming Industry News.
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ENHANCING COMMUNITY SPIRIT: SKY BET EFL BUILDING FOUNDATIONS FUND PROVIDES FIRST LOOK AT SOUTHLANDS HUB IN MIDDLESBROUGH
Sky Bet and the Sky Bet EFL Building Foundations Fund proudly marked a significant milestone with the first visit to the construction site of the Southlands Community and Sports Hub in Park End, Middlesbrough.
The event, held on Wednesday, welcomed media representatives and key stakeholders to witness the early progress of a transformative development for East Middlesbrough.
The Southlands Hub, currently being built on the site of the former Southlands Centre on Ormesby Road, is a flagship initiative led by Middlesbrough Council in partnership with the Middlesbrough Football Club Foundation. The project received a £100,000 grant from the Sky Bet EFL Building Foundations Fund, alongside support from the UK government.
From left to right: Vicky Allday (Middlesbrough Football Club Foundation volunteer), Charlotte Dinsdale (Head of Middlesbrough Football Club Foundation), George Elek (co-host of NTT20 podcast), Chris Kamara, Chris Cooke (Middlesbrough Elected Mayor), Ali Maxwell (co-host of NTT20 podcast), Andy McDonald (MP for Middlesbrough and Thornaby East)
The Building Foundations Fund was established by Sky Bet and the EFL to support grassroots initiatives that strengthen local communities through sport, education, and social engagement. The Southlands Hub exemplifies this mission, aiming to provide top-class facilities for grassroots football, youth programmes, mentoring, and employability training.
Among those in attendance were former professional footballer and broadcaster Chris Kamara, who grew up in the area and played much of his early football in Park End; Middlesbrough Mayor Chris Cooke; and Charlotte Dinsdale, Head of the Middlesbrough Football Club Foundation. Their presence underscored the importance of the project and its potential to uplift the local community.
Stage one of the development includes the construction of the hub building, featuring community meeting rooms, a social area, upgraded 3G and grass pitches, and new open spaces for sport and recreation. Stage two is expected to bring further enhancements to the site. The site is scheduled to open in early summer 2026.
Kieran Forde, Head of Sponsorship and brand at Sky Bet said: “We’re incredibly proud to support the Southlands Community and Sports Hub through the Building Foundations Fund. This project reflects everything the fund stands for – empowering communities, creating opportunities, and using sport as a force for good. This visit shows just how impactful this development will be for Middlesbrough.”
Ex-footballer and broadcaster Chris Kamara commented: “Growing up in Park End, I know first-hand how much this community loves its sport and deserves top-class facilities. Seeing the Southlands Hub take shape is emotional and exciting – it’s going to be a game-changer for people here.”
Charlotte Dinsdale, Head of Middlesbrough Football Club Foundation, added: “The Southlands Hub is more than just bricks and mortar – it’s a commitment to the future of East Middlesbrough. It will be a place where young people can learn, grow, and thrive. We’re thrilled to be part of a partnership that’s delivering real change for the community.”
Middlesbrough Mayor Chris Cooke said: “It’s fantastic to see the progress being made on site and it was great to welcome Chris Kamara back to an area he knows so well. This will be a brilliant venue for our town and we’re excited to partner with MFC Foundation to help create the facilities and opportunities that local people deserve.”
The post ENHANCING COMMUNITY SPIRIT: SKY BET EFL BUILDING FOUNDATIONS FUND PROVIDES FIRST LOOK AT SOUTHLANDS HUB IN MIDDLESBROUGH appeared first on European Gaming Industry News.
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