BoyleSports bets big on West Ham shirts

BoyleSports is rewriting the football sponsorship playbook with a £13 million deal to feature on West Ham’s shirts, marking its first major foray into London’s sports scene. As rivals chase online markets and US expansion, BoyleSports is doubling down on UK retail with plans for 200 new shops and a £100 million investment under CEO Vlad Kaltenieks.

With shirt sponsorships banned in the Premier League from 2026, BoyleSports will pivot to sleeve branding – unless West Ham is relegated, allowing front-of-shirt deals in the Championship. The move signals a strategic blend of brand elevation and market penetration, as the bookmaker hints at launching sleek ‘super shops’ to redefine the British betting experience.

Read the full article for insights on this bold sponsorship strategy and what it means for your next move.