Key points :
- BoyleSports will be West Ham United’s new principal partner and shirt sponsor
- Irish operator announces £100m ($137.5m) investment and relaunch into UK market
- 200 more stores set to create 1,000 new job roles
West Ham will wear the refreshed branding of BoyleSports in the Premier League next season.
The independent Irish-owned operator is marking its relaunch into the UK market with this partnership and long-term plans for the future.
BoyleSports is making a concerted effort to establish itself as a force in the UK and has laid out its intentions to invest over £100m into this enterprise over the next three years.
CEO Vlad Kaltenieks said: “We’re investing in the future of betting and staking our claim as a major player in the UK market.”
The company has a low-key presence on British high streets with 27 premises, none of which are in London.
The investment, however, will see the opening of 200 more stores across the UK and 1,000 new roles according to this announcement, as well as a commitment to local communities and long-term growth.
BoyleSports entered the UK market in 2019 after acquiring Midlands bookmaker Wilf Gilbert, and as such has a strong presence in the area.
Good to know: Founder John Boyle stepped away from the CEO role in 2017. Multiple restructures since then led to Kaltenieks appointment in 2023
This deal deepens the operator’s sponsorship reach within English football, having previously struck deals with Birmingham City, Coventry City, Wolverhampton Wanderers and Newcastle United.
Were West Ham to avoid relegation next year, BoyleSports’ updated brand identity could only live on the front of West Ham shirts for one season as Premier League clubs have moved to phase out betting sponsorship from 2026/27.
At that point, it would be possible in theory to maintain a presence as a sleeve sponsor or across other consumer touchpoints with the club.
