Leading Irish bookmaker BoyleSports rewarded its biggest losing customers with hospitality tickets to the upcoming GAA All-Ireland finals.
BoyleSports own an executive box at Croke Park in Dublin – the home of the Gaelic Athletic Association (GAA) which hosts the All-Ireland finals in Gaelic football and hurling each year.
The firm based in Dundalk, one of the biggest online casinos in Ireland, decided to rewards its best customers – those who have lost the most money betting with BoyleSports, as much as hundreds of thousands – with free tickets in the company box.
BoyleSports Target Customers With Six-Figure Losses For GAA Rewards
According to The Irish News, a list of BoyleSports’ biggest losers was created by senior staff to discover which customers had thrown away the most money over the last year and in their lifetime with the firm.
The Irish News saw documents which confirmed said losers had lost tens of thousands of pounds in the last 12 months and as much as hundreds of thousands in their career with BoyleSports, one of the country’s most popular sports betting apps.
The firm described the practice as simply customers availing of ‘regular promotions,’ but one source familiar with the situation told the newspaper it was an incentive by BoyleSports to get more customers gambling and with bigger amounts.
Unclear If BoyleSports Have Continued With Rewards Since New Legislation
New gambling legislation was introduced by the Irish government in October 2024 which related to ‘inducement to gambling.’
Inducement is considered as a “benefit or advantage, the intent or effect of which is, either directly or indirectly, to encourage participation in gambling.”
A spokesperson for the company said BoyleSports was committed to being ‘fully compliant’ with the new gambling laws in the Republic of Ireland and it’s unlikely the GAA reward scheme is being continued in 2025.
BoyleSports, founded in 1982, has over 300 betting shops in the UK and Ireland and before the GAA introduced a ban on gambling advertisement in 2017, it sponsored the Louth senior football team through the 2000s.
Joe Lyons is a betting industry writer for GamblingIndustryNews with years of experience on reputable gambling websites. Joe specialises in long form content in the world of sports betting and gambling. Joe is recognised as an expert in sports fields such as horse racing, soccer, NFL and NBA.
