Strive Brokers SBK’s First Irish Football Partnership with Dundalk FC

Strategic sports marketing consultancy Strive Sponsorship has announced a new partnership between SBK, the challenger sportsbook app powered by the Smarkets exchange, and Dundalk FC, one of Ireland’s most decorated football clubs.

The multi-year agreement marks SBK’s first foray into Irish football and comes as the League of Ireland experiences record growth, with rising attendances, investment, and increased media attention. Dundalk currently sit top of the League of Ireland First Division, pushing for a return to the Premier Division and building on a legacy that includes multiple league titles and European football campaigns.

As part of the partnership, SBK branding will feature across matchday and digital assets, and the two parties will collaborate on fan-focused initiatives throughout the season.

“We’re proud to help SBK expand into one of Europe’s fastest-growing football markets,” said Malph Minns, Managing Director at Strive Sponsorship.

“Dundalk and SBK are both challenger brands with strong ambitions. This partnership is rooted in shared values, growth potential, and the desire to do things differently. The League of Ireland is a sleeping giant, and forward-thinking brands are starting to recognise the opportunity. We’re excited to play a part in bringing that vision to life.”

The deal extends SBK’s growing football sponsorship portfolio and continues Strive’s work supporting the brand’s data-led strategy for market entry, fan engagement, and long-term brand building across the UK and now Ireland.

Adam Baylis, Marketing Director at SBK, said: “We couldn’t be more excited to stand alongside Dundalk FC as partners this season. SBK are proud to back the Lilywhites and be part of this exciting journey back to the Premier Division!”

Nita Whelan, Head of Operations at Dundalk FC, said: “We’re delighted to welcome SBK to Dundalk FC. While SBK operates in the betting space, what stands out is their tech-first approach, focused on fairness and responsibility. It’s encouraging to align with a brand that’s pushing for better standards across the industry while also backing clubs like ours.”