BoyleSports has penned a multi-year partnership with Premier League side West Ham United to serve as the club’s front-of-shirt sponsor next season, with reports suggesting the deal is worth £13m a season.
The Irish independent bookmaker replaces Betway as the East London team’s principal partner and will adorn the front of the shirts for the 2025-26 season – the final campaign in which such gambling sponsorships are allowed.
West Ham have said the deal will extend beyond the end of the 2025-26 season, although it was not disclosed in which capacity BoyleSports will partner with the Hammers after that.
Gambling sponsors will still be allowed on players’ shirt sleeves and in-stadia from the 2026-27 season.
BoyleSports replaces Super Group-owned Betway, which sponsored West Ham since February 2015, when it replaced trading platform Alpari FX after its UK arm filed for insolvency.
In August 2016, as the Hammers moved from Upton Park to the London Stadium, the pair penned a record three-year deal.
That was then bolstered by another renewal in 2019, taking the commercial contract through to the end of the 2024-25 season.
EGR understands that Betway declined to extend the front-of-shirt deal for the final season, allowing BoyleSports to swoop in.
The significant investment from BoyleSports comes as part of a brand identity refresh for the firm – including a “modernised logo, streamlined typography and new colour palette” – as part of plans to invest more than £100m over the next three years into its UK operations.
This includes opening more than 200 new UK shops and creating more than 1,000 jobs. Its online sportsbook is also in line for “significant technology upgrades”.
Furthermore, the business has rolled out a new tagline, ‘Back Yourself’, which it said is about customers making “confident, informed decisions”.
A company statement read: “This relaunch is built on customer engagement and feedback, as well as BoyleSports’ commitment to delivering exceptional service, meaningful choice and a firm commitment to responsible gambling at every touchpoint, whether online or in store.”
The Dundalk-headquartered firm, which has traditionally had a retail focus, has expanded into the UK by snapping up a host of shops in recent years, mainly in the Midlands.
Still family-owned and chaired by John Boyle, the business has 390 retail units in Ireland and around 70 in the UK.
BoyleSports CEO Vlad Kaltenieks said: “The UK is one of the most exciting, well-regulated and competitive betting landscapes in the world, and 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 experience, and now we’re rolling that approach out even more widely across the UK.”
Troy Cox, who recently joined as BoyleSports’ chief commercial officer, said: “West Ham is one of the most iconic clubs in the Premier League and our partnership marks a powerful alignment between two proud, ambitious brands.
“We both have deep historic roots and a commitment to our communities to succeed at the highest level, making them a natural partner for us. 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.”
Nathan Thompson, West Ham executive director, added: “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.”
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Irish operator unveils brand refresh and commitment to open more than 200 shops and create 1,000 jobs in the market, as Betway ends its decade-long partnership with the Hammers
The post BoyleSports scores West Ham front-of-shirt sponsorship as part of £100m UK push first appeared on EGR Intel.