West Bromwich Albion are proud to announce a new partnership with SBK, bringing together one of the West Midlands' most historic football clubs with one of the sports betting industry's most innovative brands.
SBK, the sportsbook developed by Smarkets, is built around the belief that sports betting can be done differently. With a focus on sport, SBK aims to give customers access to competitive prices and a transparent betting experience.
Sam Jeffery, Albion's Chief Business Officer, said: "We're delighted to welcome SBK as an official partner of the club. SBK is a brand that is doing things differently within the betting space, with a strong focus on sport, technology and providing a great experience for its customers.
"We're looking forward to working closely with the SBK team and developing the partnership over the coming seasons."
Adam Baylis, SBK's Marketing Director, said: "This is a fantastic partnership for SBK, and one we hope Baggies fans will feel the benefit of. SBK has sharper odds, unique product features and no casino, just sport, and we're proud to bring that to The Hawthorns for 2026/27 and beyond. It's been a busy summer at West Bromwich Albion, the momentum is building, and we're delighted to be part of the journey."
SBK is the sportsbook from Smarkets, a London-based technology company. By drawing its prices directly from the Smarkets exchange, SBK consistently offers better-value, lower-margin odds than traditional bookmakers, with a core focus on football alongside a broad range of other sports. Available on iOS, Android and at BetSBK.com, SBK is built around price, product and transparency including its Price Comparison feature, which lets customers compare SBK's odds directly against other operators. SBK is operated by Smarkets Limited, licensed and regulated in Great Britain by the Gambling Commission. 18+. Please gamble responsibly. BeGambleAware.org”
