BoyleSports is backing its ambitious UK expansion plans with a deal as front-of-shirt sponsor and official betting partner at West Ham United.
The deal covers the 2025/26 season just before the gambling sponsorship ban comes into play in the Premier League, suggesting that West Ham wants to make the most of betting partnerships while all opportunities are still available
The move comes as the Irish bookmaker unveils a £100m makeover, smartly ensuring boosted brand visibility in the country before launching a new look and identity.
BoyleSports CCO, Troy Cox, stated: “At BoyleSports, we’re investing significantly in our UK growth – across retail, tech, product and partnerships – and working with West Ham is a central pillar of our approach.
“Football is at the heart of many of our customers’ lives and this collaboration allows us to bring them closer to the action, fusing excitement with a deep commitment to responsible gambling.
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“Whether you’re betting in-store, online or following the game from home, we’re committed to delivering a sharper, more rewarding experience every time. We’re thrilled to be partnering with West Ham United and can’t wait to see what we achieve together.”
As well as significant exposure – with the BoyleSports logo also set to appear on taxis throughout London – the pair will work together on digital activations to engage with fans of the top-flight side.
A brand new era
BoyleSports, which is the largest independent bookmaker in Ireland, is funding its UK expansion plans with shareholder backing, according to group CEO, Vlad Kaltenieks.
As well as a “fresh brand look”, the aforementioned £100m investment will go towards opening over 200 new stores across the UK – creating more than 1,000 new jobs in the process.
Meanwhile, technology upgrades will also take place with a focus on improving the customer experience. Kaltenieks described the relaunch as a major milestone for the brand after having spent more than 40 years of experience in the sector.
The move may come as a surprise however, as several betting shops have closed their doors on the high street since the COVID-19 pandemic, and companies for the most part are shifting focus to online betting.
For example, in August 2020, William Hill permanently shut 119 shops post-lockdown. Similarly, Entain’s shop count fell from 3,006 in June 2020 to 2,754 in June 2021 – 252 shops in one year for Ladbrokes and Coral combined.
Many British bookies are now also delving into the online betting market in the US instead, such as bet365 which has now officially launched in 10 states.
However, Kaltenieks still described the UK as “one of the most exciting, well-regulated and competitive betting landscapes in the world”. He said: “We believe we offer something genuinely different to customers.
“As a family-owned, independent business, we’ve built a loyal customer base in Ireland by focusing on trust, service and a seamless omnichannel experience – and now we’re rolling that approach out even more widely across the UK.
“We’ve listened to what our customers have told us they want, and with £100m+ committed to team, innovation, retail expansion and product development, we’re investing in the future of betting and staking our claim as a major player in the UK market.”
Making the most of Premier League visibility to support its British ambitions while it still can, BoyleSports’ branded kit will make its debut at West Ham’s pre-season game against French side Lile on 9 August – with the event being branded as the ‘BoyleSports Cup’.
Nathan Thompson, Executive Director at West Ham United, concluded: “BoyleSports energy and ambition for growth makes them a natural fit as a partner for West Ham United and we are proud to be playing a pivotal role in their relaunch into the UK market.
“We are excited to work together with BoyleSports to deliver on our shared commitment to the growth of our football club and West Ham United’s UK and international supporter base.”
