BOYLE Sports has strengthened its UK expansion strategy via a multi-year partnership with Leeds United, becoming the Premier League club’s official betting partner in the UK and Ireland.
The agreement builds on the operator’s commitment to grow its presence in the British market, following last year’s announcement of a £100m-plus investment in the UK.
It also adds another high-profile football partnership to BOYLE Sports’ sponsorship portfolio, which was given a seismic boost last month as the firm secured an extension on its front-of-shirt sponsorship deal with now-Championship side West Ham United.
Under the deal, BOYLE Sports branding will be displayed around Leeds’ Elland Road stadium, including LED advertising during matchdays and permanent signage in the John Charles Stand.
The partnership will also include exclusive competitions, digital content and fan engagement initiatives designed to connect supporters with both the bookmaker and Leeds.
“Leeds United is one of the biggest and most iconic clubs in English football, with a fanbase whose passion and loyalty are second to none,” said Gill Blake-Swift, Director of Brand at BOYLE Sports.
“Our retail presence in Leeds and the wider Yorkshire area means we’ve seen first-hand what this club means to the city and its people.
“As a fan favourite with customers across Ireland, we’re excited to build on that success by continuing to grow our presence across the UK and this is a significant step for the BOYLE Sports brand. Together, we’re looking forward to creating memorable experiences that bring us even closer to supporters throughout the season.”
The opportunity a Leeds United deal offers
It comes as Leeds prepare for a second successive Premier League campaign for the first time since the 2022/23 season.
Despite the club falling into the Championship and even League One throughout the past couple of decades, they still, without doubt, remain one of the biggest clubs in English football.
The Yorkshire side has had previous ties with gambling companies, including SBOBET. The formerly Isle of Man-headquartered company’s logo was emblazoned on the front of Leeds kits between 2020-2023.
With the front-of-shirt sponsorship ban for gambling companies in the Premier League now in place, it seems being an official betting partner of a club has become a viable route.
Phil Hardman, Partnerships Director at Leeds United, added: “We are excited to welcome BOYLE Sports as an Official Partner for the upcoming campaign, with the opportunity to work with them on a number of exciting fan activations.
“It will be great to see the partnership develop across the season, and we look forward to showcasing their brand as it features across Elland Road at all of our home games.”
The partnership follows BOYLE Sports’ broader push into the UK and Irish market, with the operator recently opening its 400th shop at Galway Racecourse.
BOYLE Sports’ Chief Executive Officer, Vlad Kaltenieks, told SBC News that the company’s football product is now competing with its flagship horse racing product.
He also highlighted the importance of visibility throughout the UK.
This is just another example of that visibility coming to fruition, though, as we all know, football and gambling partnerships are not unique to BOYLE Sports.
A wide array of bookmakers, not just BOYLE Sports, have been stamping their authority on the Championship, with the latest major deal being Entain-owned Coral landing a front-of-shirt deal with Birmingham City.
It is now evident, however, that BOYLE Sports has a presence in both the Premier League and the Championship.
Whether it will add more English football deals to its sponsorship portfolio before the season kicks off next month is yet to be seen, but getting this deal over the line will serve as a welcome boost for a business which was stung by an Advertising Standards Authority (ASA) announcement this morning.
