BOYLE Sports partners with Amazon Web Services to power next phase of growth

BOYLE Sports will flex its computing capacity during high-demand moments in the sporting calendar, improving operational efficiency and strengthening the customer experience

BOYLE Sports has entered a strategic technology partnership with Amazon Web Services (AWS), moving to a flexible cloud infrastructure model to support its continued growth, enhance its data platform and embrace the adoption of AI across strategic areas of the business.

The partnership has been designed to support the recent growth of the brand following its £100 million investment into the UK market last year. The adoption of AWS’ cloud services will ensure a seamless experience for BOYLE Sports’ online customers, allowing the brand to scale its platform up during its busiest trading moments, including the Cheltenham Festival and the Grand National.  

The collaboration will further enhance BOYLE Sports’ ability to provide a first-class digital offering to its customers through greater technology investment, continuing to introduce products that enhance the experience such as digital racecards and Smart ACCA products.

It also enhances BOYLE Sports’ data platform strategy, with the agreement enabling the business to embrace AI adoption into strategic areas through AWS’s specialist AI teams and Bedrock services.

Jim Parkins, Chief Technology Officer at BOYLE Sports, said: “Our partnership with AWS gives us the flexibility and computing power we need to support our continued growth. We’re committed to investing in both smart technology and talented teams, and this is another step in making sure we can deliver a best-in-class experience for our customers, wherever and whenever they choose to bet with us.

“The integration will allow us to forecast demand and optimise performance, providing the scalable technology support needed for our current growth and continued expansion.”

The announcement follows the opening of BOYLE Sports’ 400th retail shop in Galway, as the brand continues to provide an omni-channel betting experience for all of its customers.