Boyle Sports announces major £100m plus relaunch in the UK and landmark partnership with West Ham United
BoyleSports, Ireland’s largest independent bookmaker, is announcing a major £100m plus investment across the next three years to power its relaunch into the UK market.
The move marks a new era for the 43-year-old family-owned Irish business as it looks to bring sharper, more rewarding betting experiences to UK customers, both in-store and online, alongside continued investment in Ireland.
In line with their ambitions for growth, Boyle Sports have agreed a multi-year principal partnership with West Ham United. The deal sees the brand become front-of-shirt sponsor for the iconic Premier League club for the 2025/26 season.
Renowned for its customer-centric approach and strong commitment to responsible gambling, the brand is now significantly ramping up its focus on the UK market. The investment will target areas based on feedback from its current customer base, including upgraded technology to bolster its digital offering.
As part of the £100m investment, Boyle Sports will open more than 200 new UK stores and create over 1,000 new roles, building on its existing presence in the UK and reinforcing its commitment to local communities and long-term growth in the market. The sportsbook will also undergo significant technology upgrades to continue to improve the customer experience, positively impacting both its UK and Ireland customer base.
Under the leadership of CEO, Vlad Kaltenieks, Boyle Sports has spent the past two years building on decades of expertise and further strengthening its operations. Backed by a highly experienced and success-driven management team, including new appointments drawn from across the betting, gaming and technology sectors with specific skills in commercial, product and technology. Among the new appointments is Troy Cox, who recently joined as Chief Commercial Officer, bringing extensive industry knowledge and a proven track record in driving growth across digital and retail channels.
Commenting on the brand’s relaunch into the UK, BOYLE Sports CEO Vlad Kaltenieks said: “This relaunch marks a major milestone for Boyle Sports 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.”
Commenting on the partnership with West Ham United, Boyle Sports CCO Troy 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.”
BOYLE Sports is also unveiling a bold new brand identity that signals its ambition for the UK market. 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.
At the heart of this refreshed positioning is a renewed customer promise – Back Yourself. It’s a message rooted in empowerment, encouraging customers to make confident, informed decisions supported by over 43 years of betting expertise. This relaunch is built on customer engagement and feedback, as well as BOYLE Sports’ commitment to delivering exceptional service, meaningful choice and a firm commitment to responsible gambling at every touchpoint, whether online or in store.
