Irish betting company Boyle Sports will sponsor TNT Sports' broadcast of the 2025/26 Premier League season with a brand new image, further expanding into the UK market.
In July this year, the company just announced its sponsorship of West Ham United. In the new season, TNT Sports will broadcast 52 Premier League games, and Boyle Sports' brand will be integrated into all non-whistle reporting, including highlights and related programs after 21:00.
Troy Cox, Chief Commercial Officer of Boyle Sports, stated that this partnership is a milestone in the company's investment of over £100 million (about $135.5 million) in rebranding in the UK, combining over 40 years of betting experience with a new image, and aligning with growth plans covering digital, casino, and retail. The investment plan also includes building 200 new stores in the UK, expected to create 1,000 jobs.
The sponsorship deal with West Ham United is for multiple years, but fans will only see Boyle Sports on the front of the team's jerseys for one season, as the Premier League will thereafter ban gambling advertisements on the front of jerseys.
The new season of TNT Sports will premiere on August 16, featuring Aston Villa against Newcastle United, showcasing the results of the partnership for the first time and launching a new TV advertisement for Boyle Sports.
Besides football, Boyle Sports also became the sponsor of the annual horse racing event, the Galway Races, again in July this year.
