Former Rank Group creative director Mikael Gustavson has joined BOYLE Sports as the operator’s new creative lead.
Gustavson moves to the Irish bookmaker after a five-year stint with Rank Group came to a close in March 2025.
Prior to moving to the omnichannel business, he served as creative director at Stride Gaming Group.
Rank acquired Stride in a £115.3m deal in October 2019, in a move driven by the desire to acquire Stride’s proprietary platform and expand in the UK.
Before that, Gustavson spent eight years at Spacebar Media, a business that was snapped up by Stride in 2016.
Gustavson’s arrival at BOYLE Sports comes as the business continues to ramp up its marketing and sponsorship efforts in the UK.
This week, BOYLE Casino named British actress Emily Atack as a brand ambassador, with the Inbetweeners star fronting a campaign called ‘Serious About Play’.
BOYLE Sports, which is also the front-of-shirt sponsor for Premier League side West Ham United, announced a £100m three-year investment plan in the UK this summer.
Other sponsorship deals include TNT Sports’ coverage of the Premier League and title rights to darts’ World Grand Prix.
On his appointment, Gustavson said: “I’m officially part of the BOYLE Sports team. I’ve stepped into the role of creative lead, and the welcome has been nothing short of amazing.
“Special thanks to [director of brand] Gill Blake-Swift for hosting me at the HQ in Ireland for my first few days, the culture here is top-tier.
“I can’t wait to dive in with the creative team and start building some great work together.”
BOYLE Sports was recently named in the EGR Power 50 Ones to watch list, alongside fellow UK-facing brand MrQ.
Arnold Ash is EGR’s Executive Recruitment Partner. They support ambitious organisations to identify and attract industry leading executive talent. Find out more here.
The post Ex-Rank Group creative director heads to BOYLE Sports first appeared on EGR Intel.
Mikael Gustavson joins the Dundalk-headquartered business after several years with Stride Gaming and then omnichannel operator Rank
The post Ex-Rank Group creative director heads to BOYLE Sports first appeared on EGR Intel.