English pro football team Millwall has announced a new commercial agreement with betting operator SBK ahead of the 2026/27 campaign. The Millwall SBK partnership will see the sportsbook become the club’s Principal Partner and Official Betting Partner. The agreement also includes prominent branding on the first-team kit.

• Under the multi-year agreement, SBK branding will appear on the back of Millwall’s first-team shirts and on the team shorts during the 2026/27 season. The partnership gives the sportsbook a visible presence across the club’s matchday activities. It marks a new commercial relationship between the two organisations.
• SBK is the sportsbook brand of London-based technology company Smarkets, licensed and regulated in Great Britain. The platform uses prices from the Smarkets betting exchange and focuses on football alongside a range of other sports. The Millwall SBK partnership brings the brand to a Championship football audience.
• SBK is available through iOS and Android apps. The sportsbook also offers a Price Comparison feature that allows customers to compare its odds with those of other bookmakers. The company says its focus is on pricing, product and transparency.
• The agreement adds another football sponsorship to the betting industry’s portfolio ahead of the new season. Financial terms of the deal were not disclosed.

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