BoyleSports Launches Ambitious £100 Million UK Expansion Strategy

Ireland’s Betting Giant Sets Sights on British Market

In a bold move that signals confidence in the UK retail betting sector, BoyleSports, Ireland’s largest independent bookmaker, has announced a multi-year principal partnership with West Ham United. This high-profile collaboration forms part of an ambitious expansion, committing over £100 million in investment across the UK over the next three years.

The company’s growth strategy represents a significant commitment to the British market at a time when many operators are scaling back their high street presence. BoyleSports plans to open more than 200 new retail betting shops in Britain, which will triple its current count of 50 stores and will come close to equalling its presence in Ireland, where it has around 300 betting shops.

Premier League Partnership and Brand Transformation

The partnership sees BoyleSports step in to succeed Betway as West Ham United’s primary shirt sponsor, with the front-of-shirt visibility strategically limited to the upcoming 2025-26 campaign. Beyond football, the company has strengthened its sports presence by becoming the official sponsor of TNT Sports’ Premier League coverage for the 2025/26 season.

BoyleSports has extended its title sponsorship of the World Grand Prix to 2027, having been title sponsor of the prestigious PDC Premier Event since 2019. The expansion also includes a comprehensive brand refresh and new identity, positioning the operator for greater market penetration.

Job Creation and Digital Innovation

The expansion is expected to have substantial economic impact. The new betting shops are expected to create over 1,000 new jobs, whilst the company also plans major investment into infrastructure, revamping BoyleSports’ platforms, data capabilities and user experience.

Founded in 1982, BoyleSports is an Irish gambling company with over 380 retail branches throughout Ireland and the UK as of 2025. The company’s aggressive UK push comes as it seeks to establish itself as a major omnichannel player in one of Europe’s most competitive and well-regulated betting markets.

Strategic Significance for UK Betting Landscape

This expansion represents a counter-trend in the British betting sector, where retail closures have been commonplace in recent years. The investment demonstrates BoyleSports’ confidence in combining digital innovation with traditional high-street presence, creating an integrated betting experience for customers across multiple channels. With its established reputation in Ireland and significant financial backing, the company is positioned to become a formidable competitor in the UK market, offering consumers greater choice whilst contributing to local employment and economic activity.