Sports and entertainment consultancy Strive Sponsorship has announced a new multi-year partnership between SBK, the challenger sportsbook app, and Huddersfield Town FC, for the 2025/26 season onwards.

The multi-faceted partnership, brokered by Strive, sees SBK become Huddersfield Town’s Official UK Betting Partner, combining traditional sponsorship inventory with a strong content and fan-engagement strategy. Central to the activation is the launch of a brand-new club podcast, presented by SBK, alongside sponsorship of the club’s post-match head coach reflections, and select social media graphics.

SBK will also enjoy a high-impact brand presence in-stadia at the Accu Stadium, reinforcing its growing visibility across the football landscape.

“This partnership goes beyond branding and into meaningful fan connection,” said Malph Minns, Managing Director at Strive Sponsorship.

“SBK and Huddersfield Town are both focused on doing things properly, and this deal is a great example of building smarter sponsorships that combine media, tech, and narrative. We’re proud to support SBK as they grow their presence in football with clear strategic purpose.”

This marks SBK’s latest move in a growing sponsorship portfolio built around relevant storytelling, digital reach, and a commitment to sports fan value — not gimmicks. As with other recent partnerships, SBK’s work with Huddersfield Town has been guided by a data-led strategy developed with Strive, focused on content-led activations that build brand salience over time.

Adam Baylis, Marketing Director at SBK, said: “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.

“Strive once again brought real structure and strategic thinking to the process — their ability to align our brand goals with media-led opportunities makes them a true partner, not just a broker.”

Dan Wilczynski, Business Development Manager at Huddersfield Town FC, said: “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.

“Strive’s collaborative approach helped shape a partnership that brings value to the club, the brand, and most importantly, the fans. They were great to work with.”