SBK and The Tenth Man launch fully AI-generated “betting without the bullshit” ad campaign

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.