BOYLE Sports secures Leeds United partnership in UK expansion push

BOYLE Sports has entered into a multi-year agreement with Leeds United, making the operator the Premier League club’s official betting partner across the UK and Ireland. The deal reinforces the bookmaker’s broader push into the British market, following a previously announced £100m-plus investment in the region.

The partnership adds to BOYLE Sports’ growing football sponsorship portfolio, which was recently bolstered by an extension of its front-of-shirt deal with West Ham United. Under the Leeds arrangement, the brand will receive prominent visibility at Elland Road, including LED advertising during matchdays and permanent signage in the John Charles Stand. The collaboration also features exclusive competitions, digital content, and fan-engagement initiatives.

“Leeds United is one of the biggest and most iconic clubs in English football, with a fanbase whose passion and loyalty are second to none,” said Gill Blake-Swift, Director of Brand at BOYLE Sports. She noted that the operator’s retail presence in Leeds and the wider Yorkshire area has given it firsthand insight into the club’s significance to the local community, adding that the deal represents a major step in growing the brand across the UK.

Leeds United returns for a second successive Premier League campaign, maintaining its status as one of English football’s largest clubs despite previous spells in lower divisions. The club has prior ties with gambling firms, including a front-of-shirt sponsorship from SBOBET between 2020 and 2023. With the Premier League’s ban on gambling front-of-shirt sponsorships now in effect, partnerships as an official betting partner have become a viable alternative.

Phil Hardman, Partnerships Director at Leeds United, expressed enthusiasm about welcoming BOYLE Sports as an official partner and collaborating on fan activations, noting that the brand will feature across Elland Road at all home games.

The deal arrives as BOYLE Sports continues to expand its UK and Irish footprint, recently opening its 400th shop at Galway Racecourse. CEO Vlad Kaltenieks previously stated that the company’s football product now rivals its flagship horse racing offering and emphasised the importance of nationwide visibility.

However, the announcement comes on the same day that the bookmaker was stung by an Advertising Standards Authority (ASA) ruling, highlighting the regulatory scrutiny that accompanies such marketing strategies.