BOYLE Sports will continue as West Ham United’s front-of-shirt sponsor following the east London side’s first relegation to the Championship since 2011.
The Ireland-headquartered operator’s logo will once again feature on The Hammers’ men’s and women’s home, away and training kits, extending a deal which began last season.
With the voluntary front-of-shirt ban for gambling companies on Premier League teams’ kits coming into effect from the start of the 2026/27 season, several bookmakers have been looking for alternative ways to market their product in English football.
Betway are reportedly in talks with Manchester United to become the club’s training kit sponsor, while BetMGM is Tottenham Hotspur’s front of trainingwear partner.
But with West Ham’s relegation on the final day of the 2025/26 Premier League season, which saw Tottenham Hotspur survive at their expense, BOYLE Sports is now able to continue its partnership with the club.
The operator has said that it will “continue to support the West Ham United fan experience throughout the 2026/27 season”, bringing “value to fans during an exciting new era”.
Whether West Ham fans will be filled with excitement initially going into a Championship campaign after 14 years in England’s top flight is another question.
But it does offer up a perhaps unexpected opportunity for BOYLE Sports, given West Ham’s huge fan base, alongside the fact that it is a club steeped in history.
West Ham heading into the unknown
Since West Ham’s last appearance in the Championship, the club has recorded six finishes in the top half of the Premier League, won the Europa Conference League and moved to the London Stadium – a venue which hosted the 2012 London Olympics and the fifth biggest in England by capacity.
The Hammers are heading into the unknown in the 2026/27 season, after Vice-Chair Karen Brady stepped down in April and was followed by Joint-Chair David Sullivan, who left in June amid serious historic allegations.
Czech billionaire Daniel Kretinsky recently finalised a deal to become the club’s largest shareholder, after an agreement with the family of David Gold.
On the BOYLE Sports deal, West Ham United’s Interim Chief Executive Officer, Karim Virani, commented: “We’re delighted to have BOYLE Sports continue as our front of shirt partner as part of the multi-year Principal Partnership.
“As we enter an exciting new era for the club and prepare for a pivotal season, it matters that our commercial partners share the same passion and drive that we have for our loyal fans.
“BOYLE Sports has approached the partnership in that spirit, and we look forward to continuing to work with them.”
BOYLE Sports keeping up the momentum
The deal also comes at a time when BOYLE Sports is expanding its reach, having recently opened its 400th shop at the famous Galway Racecourse.
Last week, the operator was promoted from the official betting partner of the Northern Ireland Football League (NIFL) to the principal title partner for both the men’s and women’s game in a deal valued at over £1m.
This latest deal is now arguably the biggest front-of-shirt gambling sponsorship in England, and BOYLE Sports Chief Executive Officer, Vlad Kaltenieks, was optimistic about the opportunity when discussing it with SBC News.
“I think the club being in the Championship is hugely exciting as well,” he told us.
“The club has such a wonderful story and they have such a strong and supportive fanbase, and to continue to support that is fantastic. It’s just great to be part of that journey, and to see how the next season is going to pan out, and hopefully they make it back into the Premier League.
“Last season, we were rooting for them to be successful and what happened happened, but I think that’s probably going to give the club and the fans more of an injection of energy to continue to fight and to climb back. For us to be able to support that is a privilege.”
