BOYLE Sports Becomes West Ham United’s New Front-of-Shirt Sponsor in Major UK Relaunch

West Ham United has announced a new multi-year partnership with BOYLE Sports, Ireland’s leading independent bookmaker. Starting with the 2025/26 Premier League season, BOYLE Sports will feature as the club’s main shirt sponsor, reflecting a significant investment in both football and the UK betting market.

This isn’t just football. This is family. This is home.

This is West Ham. United by More.

— West Ham United (@WestHam) July 3, 2025

Strategic Sponsorship Launches BOYLE Sports’ UK Expansion

The agreement marks a major milestone in BOYLE Sports’ strategy to expand its presence in the UK. Over the next three years, the company is committing over £100 million across retail development, technology, branding, and strategic partnerships – including this high-profile alliance with West Ham.

As part of the deal, BOYLE Sports becomes West Ham United’s Official Betting Partner, leveraging one of the Premier League’s most recognized clubs to establish deeper roots in a highly competitive market.

Club and Sponsor Share Ambitions for Growth and Global Engagement

Nathan Thompson, Executive Director at West Ham United, welcomed the partnership:

“BOYLE Sports’ ambition to grow aligns with our vision for the club. Their investment and energy make them an ideal partner as we strengthen our position both in the UK and globally.”

Thompson also noted that this collaboration plays a key role in the club’s wider commercial strategy, especially as West Ham prepares for its summer tour in the USA, where it will engage with its growing American fanbase.

Marketing Activations to Connect Fans with Club and Brand

BOYLE Sports will activate the sponsorship through a number of campaigns aimed at engaging West Ham supporters:

• A new content series titled “The Knowledge”, delivering behind-the-scenes insights with players and coaches.
• Branded London taxis circling the city and featured at London Stadium matchdays.
• Exclusive digital content released through West Ham United’s global channels, focusing on matchday build-up and responsible gaming.

BOYLE Sports Targets Premier League Visibility and Community Impact

Troy Cox, Chief Commercial Officer at BOYLE Sports, emphasized the importance of the partnership:

“We see West Ham United as a powerful, like-minded brand with loyal fans and deep community roots. Our collaboration goes beyond brand awareness – it’s about creating meaningful engagement.”

Cox also highlighted BOYLE Sports’ focus on responsible gambling, aiming to offer both online and in-store customers a safe, rewarding experience.

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