Smarkets has acquired Strive Sponsorship in a new agreement, to provide daily sports content for its new Smarkets News and SBK Betting Zone websites.

Strive, which offers a variety of sponsorship, marketing and brand consultancy services, will provide the sports betting platform with various podcast content, editing and content management services.

Additionally, the group’s sportswriters will provide insight betting tips, previews, opinion pieces and trends. 

The content will initially primarily focus on nine sports, including; football, golf, rugby, NBA, and NFL.

The new deal extends on an existing four-year agreement between the two entities, in which Strive assisted with social media content services across Smarkets exchange and SBK sportsbook brands.

Smarkets spokesperson, Adam Baylis, said: “We are very excited to be bringing together so many great writers for a new betting content site that aligns with our mission for Smarkets to be a leading information source.”

“Smarkets News will provide unique angles and fascinating trends from our wide range of sporting betting markets. 

“Strive was the obvious partner to help us deliver this vision given their great team and strong understanding of sport, betting markets, engaging digital content, and their consistently high level of delivery over a number of years,” said Baylis.

Strive sponsorship managing director, Malph Minns also commented: “The betting industry is highly competitive and content is playing an ever more important role in attracting and retaining customers.”

“Therefore, to be entrusted with developing longer-form content for both the Smarkets exchange and SBK sportsbook app is testament to the high quality and versatile team we have and our ability to deliver specialist content agency services.”