A weekly look at some of the deals being made in the global world of sports sponsorship over the past seven days.

 

Boylesports Signs One-Year Deal with West Ham

 

West Ham United confirmed that BoyleSports, the Irish bookmaker and Sport for Business member, will be its front-of-shirt sponsor for the 2025–26 season.

The one-year deal is worth £12 million, replacing former sponsor Betway.

This move comes despite growing regulatory pressure in the UK to phase out betting sponsors in football. BoyleSports aims to use the deal to increase its brand in the UK, and it also includes LED advertising, fan promotions, and integration across the club’s digital platforms.

 

Guinness Becomes Official Beer Partner of Lions

 

 

Guinness will serve as the official beer sponsor of the British & Irish Lions 2025 Tour to Australia.

While the financial value of the deal was not disclosed, such high-profile rugby partnerships are typically worth £2–4 million, depending on the scope of activation.

Guinness is expected to roll out integrated marketing campaigns in the UK, Ireland, and Australia, including TV ads, social media content, and tour-themed limited-edition packaging.

This announcement follows the perceived success of the brand’s first year of partnership with the Premier League in England and marks another new partnership for Guinness at the highest level of sport.

 

Champion Signs Deal with Katie Taylor

Champion has announced a multi-year global deal with Katie Taylor ahead of her trilogy fight against Amanda Serrano at Madison Square Garden on July 11th.

The collaboration includes a limited‑edition “KT” Reverse Weave T-shirt, bespoke fight kit, and the upcoming launch of a new combat sports apparel line co-developed with Taylor.

While financial details weren’t disclosed, it’s a flagship deal as part of Champion’s comeback into combat sports.

 

Also on Sport for Business this week we have covered the following sports sponsorship stories

 

Lions Add Limited Edition Whiskey to Sponsorship Portfolio

 

To mark the partnership, Patron Saint has launched a limited-edition whisk(e)y named 1888, honouring the year the Lions were founded. The blend is positioned as a tribute to the Lions’ heritage and is designed to reflect the collaboration of the four rugby unions represented by the touring side.

 

Feature on Activation at the BKT URC Final

Last Saturday’s Final at Croke Park sert a new tournament record for attendance in Ireland and we ran a feature in advance on how the various different partners were activating their deals.

 

ESA Ireland Event at Aviva Stadium

We ran live updates through the morning when ESA Ireland brought the sector together for a strong event at the Aviva Stadium last Thursday.

From pop up spa’s at F1 with Elemis to Guinness putting on their summer outfits and The breathing Space giving a different dimension to a popular Norwegian Festival, there was much to be learned.

 

BoyleSports Irish Greyhound Derby Launched

The 2025 BoyleSports Irish Greyhound Derby was officially launched on Monday at Shelbourne Park Greyhound Stadium, marking the return of the prestigious event to its traditional place in the racing calendar.

 

 

 

WHAT’S UP NEXT?
Sports Technology, Women in Sport and Sports Media will all be in the spotlight over the rest of this week.  Sport for Business is in planning for a strong second half of events to bring our community of sporting and business leaders together.
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