BOYLE Sports unveils new campaign in £100m+ UK investment
BOYLE Sports has launched its new brand platform, Back Yourself, designed to capture the mindset of a confident sports bettor.
The campaign is led by a cinematic brand film that places viewers inside a bettor’s “train of thought” as they navigate tactical debates, punditry, data analysis, and in-play commentary before making a decisive wager with assurance.
Aimée Prendergast, Marketing Director at BOYLE Sports, said: This campaign brings our new positioning ‘Back Yourself” to life in a bold, cinematic way that reflects the confidence at the heart of our brand. It’s the cornerstone of our UK relaunch and we’re excited for fans to see a new side of BOYLE Sports across TV, OOH and digital.”
The Back Yourself campaign marks another step in the bookmaker’s £100M+ UK relaunch, following recent high-profile partnerships with West Ham United and TNT Sports’ Premier League coverage. The brand’s refreshed identity features a modernised positioning, logo, updated colour palette, and streamlined typography designed to stand out across broadcast, digital, sponsorship and retail environments.
Developed with Forsman & Bodenfors Dublin and produced by Stink Films, the film was directed by award-winning filmmaker Ben Nakamura Whitehouse on a large-scale Belgrade soundstage, with AI-generated visuals created by Dublin’s GABHA Studios. Supporting assets include an extensive photography campaign and OOH placements, extending the creative platform across multiple channels.
