BoyleSports partners with West Ham in $136 million UK expansion push

West Ham United has announced a multi-year partnership with BOYLE Sports, making the Irish bookmaker the club’s new front-of-shirt sponsor from the 2025/26 season.

The deal is part of BoyleSports’ £100 million (US$136 million) UK expansion over the next three years, including a full rebrand and a push into retail, tech, and product development. As the club’s official betting partner, BoyleSports aims to strengthen its presence in the UK market.

The investment includes opening 200 new betting shops and creating 1,000 jobs across the UK. “We’re investing in the future of betting and staking our claim as a major player in the UK market,” CEO Vlad Kaltenieks said.

"BoyleSports' energy and ambition for growth make them a natural fit as a partner for West Ham United, and we are proud to be playing a pivotal role in their relaunch into the UK market,” stated Nathan Thompson, Executive Director at West Ham United.

“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,” added BoyleSports CCO Troy Cox.

As part of the agreement, fans can expect a range of new branded content throughout the season across West Ham’s digital platforms. The Club and BoyleSports will also launch a new video series titled ‘The Knowledge’, bringing supporters exclusive insights from players and coaches. Additionally, branded London taxis will be seen across the capital, further highlighting the partnership in the heart of the city.

Currently, BoyleSports operates 27 shops in the UK, none located in London. BoyleSports first entered the UK market in 2019 by acquiring Midlands-based bookmaker Wilf Gilbert, giving it a strong regional base.

The move also increases the company's visibility in English football. It previously held ties with clubs including Birmingham City, Coventry City, Wolverhampton Wanderers, and Newcastle United.

Premier League clubs are set to ban front-of-shirt betting sponsors from the 2026/27 season. If that happens, BoyleSports could still maintain visibility through sleeve sponsorships or other branding opportunities with the club.