Boyle Sports expands UK presence with Premier League sponsorship deal

Irish bookmaker Boyle Sports is ramping up its UK expansion, securing a sponsorship agreement with TNT Sports for the 2025/26 Premier League season. The deal follows the company’s July announcement of a partnership with West Ham United, marking another major step in Boyle Sports’ £100m+ ($135.5m+) UK relaunch.

Under the agreement, Boyle Sports branding will appear across TNT Sports’ coverage of 52 live Premier League matches, including all non whistle-to-whistle programming such as highlight shows and post-21:00 supporting broadcasts.

Troy Cox, Chief Commercial Officer at Boyle Sports, described the deal as a “landmark moment” in the brand's UK relaunch, highlighting the combination of over four decades of betting expertise with a refreshed brand identity and ambitious growth plans across digital, casino, and retail channels.

The UK relaunch also includes plans for 200 new stores, which the company says will generate around 1,000 jobs.

TNT Sports kicked off its Premier League coverage on 16 August with Aston Villa hosting Newcastle United, marking the first opportunity for viewers to see Boyle Sports’ updated branding and TV advertising.

Outside of football, Boyle Sports renewed its sponsorship of the Galway Races in July, maintaining its presence in the horse racing sector.