West Ham United and BOYLE Sports announce landmark multi-year principal partnership. West Ham United has today announced a multi-year partnership with BOYLE Sports, Ireland’s largest independent bookmaker. To mark the beginning of the partnership, BOYLE Sports will become West Ham United’s front-of-shirt sponsor for the 2025/26 season.
The announcement comes as BOYLE Sports commits to a broad package of investment totalling over £100 million over the next three years in the UK and includes a fresh new look and brand identity. As the Premier League Club’s official Betting Partner, the deal signals the brand’s intent to become a major force in the UK market.
Nathan Thompson, Executive Director at West Ham United, said: “BOYLE Sports’ energy and ambition for growth makes 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.
”We are excited to work together with BOYLE Sports to deliver on our shared commitment to the growth of our Football Club and West Ham United’s UK and international supporter base.
“West Ham United is one of the Premier League’s most storied and well-supported Clubs, with a rich heritage, a world-class home in the London Stadium and a global fanbase that spans generations. This partnership is another significant milestone in our preparations for the new season, which will include the Club’s highly anticipated return to the USA, as we take on our Premier League rivals in the Summer Series later this month, allowing us to connect with our ever-growing fanbase in America and beyond.”
Commenting on the partnership, BOYLE Sports CCO Troy Cox, added: “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. We both have deep historic roots and a commitment to our communities to succeed at the highest level, making them a natural partner for us. At BOYLE Sports, we’re investing significantly in our UK growth – across retail, tech, product and partnerships – and working with West Ham is a central pillar of our approach.
“Football is at the heart of many of our customers’ lives and this collaboration allows us to bring them closer to the action, fusing excitement with a deep commitment to responsible gambling. Whether you’re betting in-store, online or following the game from home, we’re committed to delivering a sharper, more rewarding experience every time. We’re thrilled to be partnering with West Ham United and can’t wait to see what we achieve together.”
To celebrate the partnership, BOYLE Sports will work with West Ham United on exciting new content throughout the season, which will appear across the Club’s global digital channels. Eagle-eyed supporters will be able to spot branded London taxis driving around the capital and appearing at matches. They will also form the basis of an exciting new content series ‘The Knowledge’, bringing fans closer to their heroes and empowering them with added insight in line with the BOYLE Sports mantra of ‘Back Yourself’.
The new front-of-shirt sponsor will make its London Stadium debut as part of the BOYLE Sports Cup as West Ham United take on Lille on Saturday 9 August, with tickets now on General Sale HERE.
