July 3 – West Ham United have unveiled a new multi-year partnership with BoyleSports, Ireland’s largest independent bookmaker, in a deal that sees the betting firm take over as front-of-shirt sponsor from the 2025/26 season.
The announcement was made on Wednesday, with the club launching its new kit featuring the BoyleSports branding just this morning.
The deal marks the end of West Ham’s decade-long association with Betway and signals BoyleSports’ aggressive push into the UK market. The company has pledged over £100million in investment across Britain over the next three years, part of a broader rebrand aimed at raising its profile in football and beyond.
As West Ham’s official Betting Partner, the move underscores BoyleSports’ ambition to establish itself as a major force in the Premier League sponsorship space.
Commenting on the partnership, BoyleSports CCO Troy Cox, said: “West Ham is one of the most iconic clubs in the Premier League and our partnership marks a powerful alignment between two proud, ambitious brands. We both have deep historic roots and a commitment to our communities to succeed at the highest level, making them a natural partner for us.
“At BoyleSports, we’re investing significantly in our UK growth – across retail, tech, product and partnerships – and working with West Ham is a central pillar of our approach. We’re thrilled to be partnering with West Ham United and can’t wait to see what we achieve together.”
Nathan Thompson, Executive Director at West Ham United, added: “BoyleSports’ energy and ambition for growth makes them a natural fit as a partner for West Ham United and we are proud to be playing a pivotal role in their relaunch into the UK market. We are excited to work together to deliver on our shared commitment to the growth of our football club and West Ham United’s UK and international supporter base.
“This partnership is another significant milestone in our preparations for the new season, which will include the Club’s highly anticipated return to the USA, as we take on our Premier League rivals in the Summer Series later this month, allowing us to connect with our ever-growing fanbase in America and beyond.”
Contact the writer of this story, Harry Ewing, at moc.l1751549255labto1751549255ofdlr1751549255owedi1751549255sni@g1751549255niwe.1751549255yrrah1751549255