BOYLE Sports has expanded its presence in English football through a new multi-year partnership with Leeds United, becoming the Premier League club’s official UK and Ireland Betting Partner.

The agreement will give the Irish-founded betting company a prominent presence at Elland Road throughout the 2026/27 season, including matchday LED advertising and permanent signage within the John Charles Stand.

BOYLE Sports and Leeds United will also collaborate on competitions, digital content and other fan-focused activations designed to connect the brand with the club’s supporter base in Leeds, across Yorkshire and further afield.

The partnership represents another significant step in BOYLE Sports’ UK growth strategy, following the company’s announcement last year that it plans to invest more than £100 million to expand its operations in the market.

Its existing retail footprint in Leeds and the wider Yorkshire area gives the agreement an important local dimension, alongside the national reach delivered by Premier League football.

“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.

“Our retail presence in Leeds and the wider Yorkshire area means we’ve seen first-hand what this club means to the city and its people.

“As a fan favourite with customers across Ireland, we’re excited to build on that success by continuing to grow our presence across the UK, and this is a significant step for the BOYLE Sports brand.

“Together, we’re looking forward to creating memorable experiences that bring us even closer to supporters throughout the season.”

The company is also the primary commercial partner of West Ham United and Crusaders FC, and of the Northern Ireland Football League.

The 2026/27 campaign is the first season covered by the Premier League clubs’ collective agreement to remove gambling companies from the front of matchday shirts.

The restriction does not prevent clubs from maintaining betting partnerships across other commercial inventory, including stadium signage, digital platforms, hospitality, content and fan engagement.

Football authorities have also introduced a gambling sponsorship code based on protection, social responsibility, reinvestment and sporting integrity.

“We are excited to welcome BOYLE Sports as an Official Partner for the upcoming campaign, with the opportunity to work with them on a number of exciting fan activations,” said Leeds United Partnerships Director Phil Hardman.

“It will be great to see the partnership develop across the season, and we look forward to showcasing their brand as it features across Elland Road at all of our home games.”

Leeds United will play Manchester United at Croke Park on Wednesday, August 12th.

Founded in 1982, the family-owned BOYLE Sports business now operates more than 400 shops and employs over 2,700 people across Ireland, the UK and Gibraltar.

The company has been steadily developing its football sponsorship portfolio as it seeks to transfer the scale and recognition it enjoys in Ireland into greater UK market share.

 

Sport for Business Perspective

This is a partnership built around both reach and relevance.

Premier League exposure gives BOYLE Sports a significant national platform, but the more strategically valuable element may be the connection between Leeds United’s supporter base and the company’s established retail presence across Yorkshire.

It is also an example of how football’s betting sponsorship market is evolving following the removal of gambling brands from the front of Premier League shirts.

Stadium visibility remains important, but competitions, content, customer experiences and measurable supporter engagement will now have to carry more of the commercial weight.

For BOYLE Sports, the partnership provides an opportunity to present itself not simply as an advertiser around Leeds United matches, but as an active part of the club’s wider fan experience.

 

 

 

 

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Image Credit: BOYLE Sports

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