BoyleSports has taken the next big step following its £100 million relaunch in the UK by becoming the official sponsor for TNT Sports’ coverage of the English Premier League (EPL).
The Irish sports betting site and gaming company already has several initiatives underway as part of a three-year growth strategy that it announced last month.
Included in its plans are an intention to open 200 new retail outlets and to introduce a range of technology upgrades to its sportsbook.
BoyleSports And TNT Sports
This new partnership will see the sports betting app’s branding featured across non whistle-to-whistle coverage of the 52 live EPL games that TNT Sports will be showing through the new season, beginning with Aston Villa welcoming Newcastle to Villa Park for the early kick-off on Saturday, August 16 (12.30pm, UK time).
That will also include any highlights programmes and shows that support Premier League coverage that air after 9pm.
Troy Cox, chief commercial officer at BoyleSports, said: “Sponsoring TNT Sports’ Premier League coverage will put BoyleSports front and centre at one of the UK’s biggest broadcasters, reaching millions of football fans each week.
“It’s a landmark moment in our £100m plus UK relaunch, combining over four decades of betting expertise with a bold new brand identity and an ambitious growth plan across digital, casino and retail.”
BoyleSports And West Ham United
Last month the Irish bookmaker and online casino announced a multi-year sponsorship with EPL club West Ham United and heralded the agreement as being part of its £100 million relaunch into the UK market.
Also in July, BoyleSports extended its Galway races sponsorship with a new three-year-deal.
To kick-off the collaboration with West Ham, BoyleSports became front-of-shirt sponsor for the London club for the new season which begins this weekend, replacing sports-betting rivals Betway.
That part of the deal can only last for the 2025-26 campaign though, as from next season there will be a blanket ban on gambling firms having front-of-shirt sponsorships with EPL clubs.
Cox welcomed the deal, saying: “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.
“At BoyleSports, we’re investing significantly in our UK growth – across retail, tech, product and partnerships – and working with West Ham is a central pillar of our approach.”
Jim Munro is a betting industry and gambling expert who has been a national newspaper journalist for over 30 years, predominantly at The Sunday Times and The Sun, where he wrote a weekly soccer betting column. Jim also worked on the launch of Virgin Bet with Gamesys and was subsequently head of editorial at LiveScore, the sports media and betting group.
