TLDR: SBK has launched a new advertisement for the upcoming Premier League season that is entirely generated by AI, marking a significant ‘category first’ in the sports betting marketing landscape. The 20-second spot, titled ‘Betting without the Bull****’, aims to highlight the brand’s commitment to fairness and best odds.
SBK, a prominent sports betting brand, has made a notable entry into the new Premier League season with the launch of a fully AI-generated advertising campaign. This innovative move, which SBK claims is a ‘category first’ in sports betting marketing, underscores the growing integration of artificial intelligence in creative industries.
The new 20-second advertisement, titled ‘Betting without the Bull****’, is currently live across SBK’s various digital and social platforms. The ad features a striking visual of a bull charging through a retail shop, causing disruption by ramming into several slot machines, while a voiceover emphasizes SBK’s ‘Best Price’ feature.
The creative force behind this campaign is The Tenth Man, an agency founded and led by former Paddy Power executive Ken Robertson. The agency’s team conceived, designed, and produced the entire advertisement using advanced AI tools. This approach is being lauded as a prime example of how AI can ‘supercharge creative speed and originality without compromising craft’.
Adam Baylis, Marketing Director at SBK, commented on the campaign’s ethos: “At SBK, we’ve always stood for fairness, transparency and the best odds in the market. ‘Betting without the Bull****’ 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 of The Tenth Man further elaborated on the strategic use of AI: “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.”
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SBK’s pioneering ad is part of an emerging trend where generative AI is increasingly being utilized for developing marketing materials. This follows recent examples such as prediction market Kalshi’s AI-produced TV ad, which aired during the NBA Finals and was generated using Google’s Veo 3 tool, and operator Rivalry’s AI-generated advert, both demonstrating the efficiency and cost-effectiveness that AI can bring to content creation.
