West Ham United has announced a landmark partnership with BOYLE Sports, Ireland’s largest independent bookmaker, naming the company as the club’s front-of-shirt sponsor for the 2025/26 Premier League season.

The multi-year deal is part of BOYLE Sports’ £100 million investment into the UK market over the next three years, marking a significant step in its rebrand and expansion strategy.

The partnership was unveiled as BOYLE Sports launched a refreshed brand identity, with the aim of becoming a major force in the UK betting industry.

As West Ham United’s Official Betting Partner, the deal positions the Irish bookmaker front and centre on one of the Premier League’s most globally visible kits, and alongside one of the league’s most historic clubs.

Nathan Thompson, Executive Director at West Ham United, welcomed the collaboration, highlighting the strategic alignment between the two organisations.

“BOYLE Sports’ energy and ambition for growth make them a natural fit as a partner for West Ham United,” Thompson said. “We are proud to be playing a pivotal role in their relaunch into the UK market. This partnership is another significant milestone in our preparations for the new season.”

“West Ham United are 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. We look forward to working together with BOYLE Sports to grow the reach of our club both in the UK and internationally.”

BOYLE Sports Chief Commercial Officer Troy Cox described the partnership as a “powerful alignment” between two ambitious and heritage-rich brands. “West Ham is one of the most iconic clubs in the Premier League, and this partnership marks a major moment in our mission to expand in the UK market,” Cox said.

“At BOYLE Sports, we’re investing significantly in our UK growth — across retail, technology, product innovation and strategic partnerships. Working with West Ham United 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 while also promoting a commitment to responsible gambling.”

Cox also emphasised the brand’s customer-first philosophy: “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.”

As part of the partnership, BOYLE Sports and West Ham United will collaborate on a season-long series of digital content designed to engage supporters and enhance the matchday experience. Fans can expect to see BOYLE Sports branding across the club’s global digital channels, with a special focus on a new content series called ‘The Knowledge’. The feature aims to bring fans closer to players and club culture, in line with BOYLE Sports’ brand mantra, ‘Back Yourself’.
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