BoyleSports kickstarts £100m UK relaunch with West Ham sponsorship
BoyleSports has announced a £100 million-plus relaunch in the UK, led by a high-profile shirt sponsorship of Premier League club West Ham United.
More than 200 new shops will open across the UK, alongside significant technology upgrades to the BoyleSports sportsbook.
The Ireland-headquartered bookmaker will invest the nine-figure sum in its UK business over the next three years.
BoyleSports said the relaunch comes after two years of planning since the arrival of chief executive Vlad Kaltenieks. Ahead of Tuesday’s announcement, the business has made a series of senior appointments, including the addition of Troy Cox as chief commercial officer.
Kaltenieks said: “This relaunch marks a major milestone for BoyleSports as we bring over four decades of betting expertise to a new era in the UK. 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 omnichannel experience – and now we’re rolling that approach out even more widely across the UK.
“We’ve listened to what our customers have told us they want and with £100+ million committed to team, innovation, retail expansion and product development, we’re investing in the future of betting and staking our claim as a major player in the UK market.”
BoyleSports acts on customer feedback
BoyleSports said the investment will target areas based on feedback from its current customer base, including upgraded technology to bolster its digital offering.
The 200 new UK stores will create over 1,000 new roles, building on its existing presence on the UK high street. The company says this reinforces its commitment to local communities and long-term growth in the market. It is thought that the business currently runs around 50 shops in the UK, with more than 300 in Ireland and the UK overall.
As it replaces Betway as West Ham’s front-of-shirt sponsor, CCO Cox 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.”
As part of the relaunch, BoyleSports is also unveiling a new brand identity that signals its ambition for the UK market.
A group spokesperson said: “The refreshed look includes a modernised logo, streamlined typography and a new colour palette designed to stand out across both digital and retail environments. It reflects a sharper focus on intuitive tech and user experience and a more rewarding customer promise built around personalised offers, expert insight and great service across every touchpoint.”