BoyleSports Invests £100 Million in UK Relaunch with West Ham Sponsorship

BoyleSports has officially launched a £100 million expansion in the UK, underpinned by a major sponsorship deal with Premier League football club West Ham United. The Ireland-based bookmaker will take over as the front-of-shirt sponsor for the club, replacing Betway for the 2025–26 season.

The three-year investment plan will see more than 200 new betting shops opened across the UK, significantly expanding BoyleSports' current retail footprint. The brand currently operates around 50 stores in the UK and over 300 across Ireland and the UK combined. This rollout is expected to create more than 1,000 jobs, strengthening BoyleSports' ties to local communities and reaffirming its long-term commitment to the high street.

A New Look and Focus on Customer Experience

Alongside the physical expansion, BoyleSports is introducing a new brand identity. The redesign features a modernized logo, updated typography, and a fresh color scheme designed to stand out in both retail and digital environments.

The rebrand comes with a renewed emphasis on intuitive technology and improved user experience. The company stated that this refresh is about more than just a new look:it’s part of a broader promise to deliver personalised offers, expert insights, and responsive customer service.

This strategy reflects feedback from existing customers, who called for a more seamless omnichannel experience. Technology upgrades to the BoyleSports sportsbook platform are also part of the relaunch package.

Strategic Appointments and Leadership Direction

The relaunch follows two years of planning under the leadership of Vlad Kaltenieks, CEO of BoyleSports. During this time, the company has made several key senior hires to steer the business in its new direction, including Troy Cox as Chief Commercial Officer.

These leadership changes aim to position BoyleSports as a serious contender in the competitive UK gambling market. Kaltenieks believes the UK’s regulated gambling environment offers long-term potential and that the company’s independent, family-owned roots give it an edge in building trust with customers.

West Ham United Deal Marks New Phase

The front-of-shirt deal with West Ham United is one of the most visible signs of BoyleSports' relaunch ambitions. As part of the multi-year agreement, the bookmaker will appear on the team's kits during the 2025–26 season. The sponsorship is reportedly worth up to £13 million for the season, just ahead of the Premier League’s gambling sponsorship ban, which takes effect at the end of that year.

In addition to shirt sponsorship, BoyleSports and West Ham will collaborate on exclusive digital content designed to engage fans throughout the season.

Betting Industry Response and Market Position

BoyleSports' renewed push into the UK comes at a time when the industry is facing tighter regulations and increasing competition. By investing heavily in both retail and digital channels, the company is positioning itself as a full-service operator ready to serve modern punters however they prefer to bet.

The decision to expand its UK presence stands in contrast to some rival bookmakers that have slowed their retail growth or focused exclusively online. BoyleSports is betting that a blended approach, combined with strategic partnerships and customer-focused tech, will help it stand out in one of the world’s most competitive betting landscapes.

Final Word

BoyleSports' £100 million commitment signals a serious return to the UK market. With new shops, technology upgrades, a refreshed brand identity, and one of the Premier League’s most recognisable shirt sponsorships, the company is making a play for long-term relevance. As the betting landscape continues to evolve, BoyleSports hopes its blend of experience, investment, and customer-first approach will give it an edge.