SBK Partners with The Tenth Man on AI-led Campaign

SBK has launched a new marketing campaign in collaboration with creative agency The Tenth Man, described as the first fully AI-created campaign in the sports betting sector. Titled “Betting without the Bullshit”, the campaign coincides with the start of the Premier League season and is being promoted across SBK’s digital and social platforms.

The campaign includes a 20-second spot focused on SBK’s “Best Price” product and odds offering, presented in a stripped-back and direct style that moves away from conventional advertising themes in the industry. The creative work was conceived, designed and produced entirely using AI tools under The Tenth Man’s direction.

Both parties state that the initiative demonstrates how AI can accelerate creative processes while maintaining production quality. The rollout is being timed to maximise visibility around the opening weekend of the Premier League season.

Adam Baylis, Marketing Director at SBK, said: “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 as well as a subtle nod to our roots in finance. 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, said: “We wanted to show what happens when you ditch the overblown nonsense and get to the point in both the message and the 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.”