Boyle Sports has entered a multi-year agreement with Leeds United to serve as the club’s official UK and Ireland betting partner. The deal was announced on 29 July 2026 and restores the operator’s commercial presence in the Premier League following West Ham United’s relegation.
Partnership Scope and Market Investment
The collaboration positions Boyle Sports alongside Leeds United for the upcoming campaign. The operator previously maintained a top-flight profile through its association with West Ham United, which has now moved to the EFL Championship. To support its continued expansion in the region, Boyle Sports committed £100m to UK operations earlier this year, a measure designed to offset recent increases in betting taxation.Boyle Sports branding will be displayed across Elland Road, with dedicated signage installed in the John Charles stand and matchday LED advertising. The agreement includes scheduled fan activations, promotional competitions, and digital content releases. Gill Blake-Swift, director of brand at Boyle Sports, stated: "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.
Our retail presence in Leeds and the wider Yorkshire area means we have seen first-hand what this club means to the city and its people. As a fan favourite with customers across Ireland, we are 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 are looking forward to creating memorable experiences that bring us even closer to supporters throughout the season." Phil Hardman, partnerships director at Leeds United Football Club, added: "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."
The announcement was made during a joint briefing attended by Liam McKee, head of sponsorship at Boyle Sports, and Robbie Evans, managing director at Leeds United. The partnership marks Boyle Sports’ return to the Premier League sponsorship landscape after the departure of its previous top-tier affiliate. Source: Jonny Whitfield, 29 July 2026.