Ireland operator BoyleSports announces a multi-year partnership with Premier League club West Ham United, becoming the team's new chief partner and shirt sponsor. This partnership also marks BoyleSports' official return to the UK market, with plans for a large-scale expansion.
As a significant move in returning to the UK market, BoyleSports plans to invest over £100 million (approximately $137.5 million) in the next three years, adding 200 new betting shops across the UK and creating about 1,000 jobs. Previously, the company had 27 stores in the UK, none of which were in London.
BoyleSports CEO Vlad Kaltenieks stated: "We are committed to the future development of the betting industry, clearly positioning ourselves as a major player in the UK market."
Since entering the central UK market in 2019 through the acquisition of Wilf Gilbert, the operator has established a solid influence locally. This partnership with West Ham United further deepens its layout in English football, as BoyleSports has previously reached sponsorship agreements with clubs such as Birmingham City, Coventry, Wolves, and Newcastle United.
It is noteworthy that if West Ham United avoids relegation next year, the BoyleSports brand will appear on the front of the team's shirts for only one season, as the Premier League plans to gradually eliminate front gambling sponsorships from the 2026/27 season, but BoyleSports may continue to maintain exposure through sleeve badges or other forms.
This strategic cooperation not only highlights BoyleSports' determination to return to the UK market but also lays a solid foundation for its long-term growth in the UK betting industry.
