Sports marketing consultancy Strive Sponsorship has brokered a multi-platform content and media partnership between SBK, the fast-growing, data-led sportsbook app, and Premier Sports, the premium sports broadcaster in Ireland and the UK.

The deal sees SBK become the official sponsor of Premier Sports’ ‘Scottish Football Social Club’ podcast – a YouTube and audio series that brings sharp, irreverent takes on all things SPFL. SBK will also support and feature in social media content for LALIGA and Scottish Premiership football throughout the 2025/26 season, marking a major step in SBK’s expansion into Ireland and broader UK football media.

In addition, Premier Sports subscriptions will be offered to SBK customers as part of exclusive promotional packages, enhancing access to premium football content and increasing brand loyalty.

“We’re proud to have connected two smart, fan-focused challenger brands in this deal,” said Malph Minns, Managing Director at Strive Sponsorship.

“This partnership brings together content, distribution and fan utility in a way that few betting brands are doing today. SBK’s focus on value aligns perfectly with Premier Sports’ growing football community and media reach. It’s exactly the type of strategic, insight-led activation we specialise in.”

This partnership follows Strive’s work building SBK’s sport sponsorship portfolio across football clubs across the UK and Ireland — with a consistent focus on content-driven, fan-relevant assets that deliver beyond traditional branding.

Adam Baylis, Marketing Director at SBK, said:

“This is a really exciting move for us. Being part of Premier Sports’ LALIGA and SPFL social content gives us powerful visibility in key communities. We’re all about giving fans more value, and with Premier Sports subscriptions now available to our customers, this partnership delivers on that promise.

“It’s been great working with Strive on this deal. What sets them apart is their ability to go beyond just brokering deals — they bring structure, insight, and creativity to the whole process. Their work continues to deliver brand value that aligns tightly with our marketing objectives.”

Shane Hogan, Head of Marketing at Premier Sports, added:

“We’re delighted to welcome SBK on board. They bring a fresh approach to the betting space and have a real focus on fan-first activation. This partnership gives our content new momentum, especially on social and podcast platforms, while giving our audience access to great offers and added value. It’s a win-win.

“Strive has been a pleasure to work with. Their expertise was clear from day one. They don’t just connect brands and rights holders — they engineer partnerships that work commercially, creatively, and for the fans. We’re excited about what this one will deliver.”

SOFTSWISS, a global tech provider of iGaming software solutions, has unveiled its latest report on Latin America’s iGaming landscape, providing a comprehensive, data-rich guide for operators navigating one of the industry’s fastest-evolving regions. 

After becoming the first certified iGaming software provider in Brazil and obtaining further approval in Peru, SOFTSWISS has deepened its regional expertise to help operators, regulators, and stakeholders better understand and operate within the dynamic LatAm iGaming market.

As the iGaming sector turns its eyes toward emerging markets, Latin America stands out as both a challenge and an opportunity. The newly released Latin America’s iGaming Market Overview from SOFTSWISS offers a detailed, country-by-country analysis of the region’s regulatory frameworks, market potential, and player behaviour. 

The report serves as a starting point for understanding gambling regulation across Latin America. It helps analysts, governmental institutions, and operators solve the problem of scattered and unclear information about the market peculiarities of the region’s countries, equipping stakeholders with the knowledge to build strategies grounded in local realities.

What’s Inside the Report?

The iGaming in Latin America Market Overview examines 19 jurisdictions and outlines their licensing conditions, taxation models, local ownership requirements, and digital infrastructure, which collectively shape the operating landscape. The 2025 edition offers:

• Detailed regulatory snapshots for land-based and online gambling in LatAm countries
• In-depth assessments of mobile penetration, payment infrastructure, and demographic trends
• Analysis of traditional betting culture and its impact on online product strategies
• Insights into upcoming reforms and their competitive implications

Many local experts note that the Latin American market is highly fragmented, with each country presenting its own unique regulatory landscape for iGaming. From Costa Rica’s legal grey zones to Paraguay’s border casinos and Brazil’s regulatory leap with Law No. 14.790, the report underscores how nuanced and fragmented the market remains. Understanding distinct frameworks is critical for any operator looking to succeed in the region, whose potential is really powerful when approached strategically.

Magnho José, President of Instituto Jogo Legal (IJL), comments: “Costa Rica’s open licensing model has positioned the country as a global hub for online gambling, serving operators from both Latin and North America. Meanwhile, border zones like Ciudad del Este in Paraguay host some of the region’s most established land-based casinos. Latin America’s market isn’t just growing, it’s geographically layered and commercially diverse.”

The SOFTSWISS overview gives operators a clear, data-informed view of where the region stands today – and where it is headed next.

Dario Leiman, Head of Business Development in Latin America at SOFTSWISS, shares his excitement: “With Brazil’s full-scale iGaming regulation now in place, SOFTSWISS is fully ready to operate in the market. In parallel, we’ve been evaluating opportunities in other Latin American countries. This report is more than a regional snapshot – it’s a practical tool for any operator looking to eliminate the guesswork from market entry and make informed decisions.”

The Latin America report is part of a broader effort by SOFTSWISS to deliver strategic, market-specific intelligence for iGaming professionals. Earlier this year, the company released the iGaming in South Africa 2025 report – an in-depth analysis of one of Africa’s most promising regulated markets.

About SOFTSWISS

SOFTSWISS is an international technology company with over 15 years of experience developing innovative solutions for the iGaming industry. SOFTSWISS holds a number of gaming licences and provides comprehensive software for managing iGaming projects. The company’s product portfolio includes the Online Casino Platform, the Game Aggregator with over 35,000 casino games, the Affilka Affiliate Platform, the Sportsbook Software and the Jackpot Aggregator. In 2013, SOFTSWISS revolutionised the industry by introducing the world’s first Bitcoin-optimised online casino solution. The expert team counts over 2,000 employees.

SBK, the pioneering online sportsbook operator, has teamed up with The Tenth Man, a disruptive creative agency, to launch “Betting without the Bullshit”—a bold, no-nonsense, fully AI-generated 360° campaign ahead of the Premier League season. The campaign marks a category first in sports betting marketing, demonstrating the potential of AI in both creative concept and execution.

At the heart of the campaign is a stripped-back, visually arresting 20-second hero spot that cuts through the clichés, noise, and gimmicks often seen in betting ads. With a clear, confident tone, the ad showcases SBK’s “Best Price” product innovation and best odds promise—no fluff, no distractions.

Conceived, designed, and produced entirely using advanced AI tools by The Tenth Man’s creative team, the campaign is a testament to how AI can accelerate creative timelines while pushing the boundaries of originality and quality.

“At SBK, we’ve always stood for fairness, transparency, and the best odds in the market. ‘Betting without the Bullshit’ says exactly that—no gimmicks, no spin, and a subtle nod to our roots in finance,” said Adam Baylis, Marketing Director at SBK. “Partnering with The Tenth Man on a fully AI-generated campaign allowed us to move quickly, stand out from the crowd, and launch something genuinely different for the new season.”

Ken Robertson, Founder & CEO of The Tenth Man, added:
“We wanted to show what happens when you ditch the overblown nonsense and get to the point—in both message and 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 is now live across SBK’s digital and social platforms, with targeted placements timed to coincide with the Premier League’s kick-off, aiming to redefine how sportsbooks connect with modern audiences.