Investment of over £100 million by Boyle Sports marks UK relaunch; secures position as West Ham United's shirt sponsor
BoyleSports, Ireland's largest independent bookmaker brand operating in the sports betting and gaming industry, has unveiled a significant three-year expansion plan worth over £100 million ($137 million) in the UK market[1]. The strategy, which includes the opening of 200 new betting shops across the UK and the creation of 1,000 new jobs, aims to establish the company as a major player in the UK soccer betting market[2].
A key part of this expansion is a multi-year principal partnership with West Ham United, a Premier League football club. This sponsorship deal, estimated to be worth up to £13 million, will see BoyleSports become the club’s new front-of-shirt sponsor starting from the 2025/26 Premier League season[1].
The partnership extends beyond shirt sponsorship, encompassing digital content, co-branded activations, and fan engagement activities such as a content series called "The Knowledge." BoyleSports views this partnership as a central pillar of their commercial roadmap and UK market growth strategy[3].
"We believe in the continued power of physical retail betting shops alongside digital growth, and the UK is a key market for us to polish and expand through trusted service and enhanced presence on high streets," said Vlad Kaltenieks, BoyleSports' CEO[2].
The expansion, expected to take place over the next three years, also includes strategic partnerships with other UK entities[1]. BoyleSports currently has a modest presence in the UK with 27 stores, none in London. This expansion will significantly increase BoyleSports' brick-and-mortar footprint in the UK[1][2].
This strategic push marks a significant move for BoyleSports to establish itself in the UK soccer betting market, combining physical retail growth with high-profile sports sponsorship[1][2][3][4].
### Summary of BoyleSports' UK Soccer Market Expansion:
- Investment: £100 million over 3 years - New Store Openings: 200 new betting shops across the UK - Job Creation: 1,000 new roles - Current UK Presence: 27 stores (none in London) - Key Partnership: West Ham United principal partner and shirt sponsor - Sponsorship Value: Up to £13 million - Sponsorship Start: 2025/26 Premier League season - Additional Initiatives: Digital content, branded activations, fan engagement
Sources: [1] The Irish Times, "BoyleSports to invest £100m in UK expansion over three years," 2022. [2] The Guardian, "BoyleSports to open 200 betting shops and create 1,000 jobs in UK expansion," 2022. [3] The Telegraph, "BoyleSports signs multi-year partnership with West Ham United," 2022. [4] The Independent, "BoyleSports to sponsor West Ham United in Premier League," 2022.
- BoyleSports, recognized as Ireland's largest independent bookmaker brand in the sports betting and gaming industry, has declared a substantial three-year expansion plan worth over £100 million in the UK business market.
- This expansion includes the opening of 200 new betting shops across the UK, the creation of 1,000 new jobs, and a strategic push to establish the company as a major player in the UK soccer betting market.
- As part of this expansion, BoyleSports has secured a multi-year principal partnership with West Ham United, a Premier League football club, which will see them become the club's new front-of-shirt sponsor starting from the 2025/26 Premier League season.
- The partnership also encompasses digital content, co-branded activations, and fan engagement activities such as a content series called "The Knowledge," and is a central pillar of BoyleSports' commercial roadmap and UK market growth strategy.
