Irish bookmaker Boyle Sports is ramping up its UK expansion with a new sponsorship deal tied to TNT Sports’ coverage of the 2025/26 Premier League season.
The agreement follows the company’s recent sponsorship of West Ham United, announced in July.
High-Profile Season Presence
TNT Sports is scheduled to air 52 live Premier League matches in the coming season.
Boyle Sports’ updated branding will be prominently displayed during all non whistle-to-whistle coverage, including highlight programs and any post-9 p.m. content.
The sponsorship ensures widespread visibility for the bookmaker across one of the world’s most-watched football leagues.
Part of a £100m+ UK Relaunch
Chief Commercial Officer Troy Cox described the deal as a “landmark moment” in the company’s UK relaunch.
“It’s a landmark moment in our £100m+ ($135.5m+) UK relaunch, combining over four decades of betting expertise with a bold new brand identity and an ambitious growth plan across digital, casino and retail,” Cox said.
The relaunch plan includes building 200 new betting shops, which Boyle Sports says will create 1,000 jobs.
Limited Front-of-Shirt Sponsorship
While the West Ham partnership is a multi-year agreement, Boyle Sports branding will appear on the club’s shirts for only one season.
This change aligns with Premier League rules phasing out gambling sponsors on the front of shirts.
Beyond Football
The first match to feature the new TNT partnership will be Aston Villa vs Newcastle United on August 16.
Alongside the broadcast presence, Boyle Sports will debut a new television ad campaign.
Outside of football, Boyle Sports has also maintained a strong presence in horse racing.
In July, the company renewed its sponsorship of the Galway Races, further diversifying its sports marketing portfolio.
The TNT Sports deal positions Boyle Sports for heightened brand recognition during a season set to attract millions of viewers across the UK.