West Ham United Names BOYLE Sports as New Front-of-Shirt Sponsor in Multi-Year Principal Partnership.

Roger Hampel

Photo Credit: West Ham United

West Ham United has announced a new multi-year principal partnership with BOYLE Sports, Ireland’s largest independent bookmaker. As part of the agreement, BOYLE Sports will serve as the club’s front-of-shirt sponsor starting from the 2025/26 Premier League season.

The sponsorship marks a key milestone in BOYLE Sports' £100+ million relaunch into the UK market, and aligns both organizations in a shared vision of growth, brand visibility, and fan engagement across domestic and international audiences.

Strategic Partnership with a Clear Commercial Agenda

The agreement positions BOYLE Sports not only as West Ham United’s official Betting Partner, but also as a central figure in the club’s evolving commercial portfolio. The partnership includes:

• Front-of-shirt branding for all first-team kits

• Co-branded digital content throughout the season

• On-site branding activations, including branded London taxis

• New fan engagement initiatives such as the content series "The Knowledge"

  
  

“BOYLE Sports’ energy and ambition for growth makes them a natural fit,” said Nathan Thompson, Executive Director at West Ham United. “This partnership is another significant milestone in our preparations for the new season — including our return to the USA later this month.”

A Major Step in BOYLE Sports’ UK Market Strategy

The deal comes amid BOYLE Sports' expansion in the UK, which includes investments in retail operations, technology platforms, product development, and high-visibility partnerships. The bookmaker’s Chief Commercial Officer Troy Cox emphasized the alignment with West Ham as part of a broader commercial roadmap.

“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,” said Cox. “We’re investing significantly in our UK growth, and working with West Ham is a central pillar of that strategy.”

Digital Activation and Content Strategy West Ham United BOYLE Sports

As part of the launch, BOYLE Sports will collaborate with the club to produce original digital content, campaign activations, and branded media across platforms. The campaign will also include physical visibility across London through branded assets — aiming to connect with supporters in both traditional and digital touchpoints.

One example is “The Knowledge” — a new video series designed to give fans behind-the-scenes insights and player access, reinforcing the brand’s “Back Yourself” message.