BOYLE Sports enters basketball sponsorship through front-of-jersey deal with London Lions

BOYLE Sports has advanced its UK expansion program with a front-of-jersey sponsorship agreement with the London Lions basketball team, adding a strategic East London partnership to its existing deal with West Ham United.

Under the agreement, BOYLE Sports will feature on the front of London Lions’ home and away jerseys during the domestic Super League Basketball competition and the BKT EuroCup. The arrangement also includes in-arena branding rights at the Lions’ home venue, the Copper Box Arena, located in Queen Elizabeth Olympic Park.

The London Lions debuted the new BOYLE Sports-branded uniforms in their BKT EuroCup fixture against Dolomiti Energia Trento on Thursday. The Copper Box Arena sits directly across from the London Stadium, where BOYLE Sports maintains another major UK sponsorship with Premier League club West Ham United.

The sponsorship follows BOYLE Sports’ announcement of a planned investment exceeding £100 million in the UK. The company said the agreement aligns with its current commercial strategy for increasing visibility through partnerships with professional sports organizations.

“This is a hugely exciting new frontier for BOYLE Sports and our new investment in the UK market,” said Vlad Kaltenieks, CEO at BOYLE Sports. “London Lions are a perfect partner for us, with both brands operating at the crossover of sport and culture. We look forward to many successful nights under the lights of the Copper Box Arena.”

Both BOYLE Sports and the London Lions recently underwent rebranding efforts. The partnership was presented by both sides as part of ongoing plans to build on their respective commercial heritage while targeting future growth in the UK sports sector.

London Lions Chief Commercial and Revenue Officer Justinas Liaudinskas said the team views the sponsorship as aligned with long-term ambitions in London. “We’re extremely proud to welcome BOYLE Sports as our new front-of-jersey partner. Both the Lions and BOYLE Sports share a mutual ambition to establish a real presence in London. We’re excited to grow together and create memorable moments for our fans on and off the court,” he said.

BOYLE Sports is an international sports betting and gaming operator founded in 1982 by John Boyle. The company is headquartered near Dundalk in the Republic of Ireland, and its retail network consists of over 390 betting shops.

Meanwhile, the London Lions operate professional men’s and women’s teams, along with youth pathways and a foundation focused on community sport programs. The organization competes domestically and in European competition and has stated its aim of developing professional basketball in the UK.