BOYLE Sports has agreed a long-term partnership deal with English Premier League soccer club West Ham United FC.
The significant agreement will see Ireland’s largest independent sportsbook become the front-of-shirt sponsor for the Hammers for the upcoming 2025/26 campaign, as well as the East London-based club’s betting partner for the duration of the deal.
The brand promotion for BOYLE Sports is part of a £100 million ($137m) drive over the next three years to relaunch its presence in the British gambling market, including a new brand identity.
As part of the joint venture, West Ham supporters should expect to see content on official social media channels, with both entities collaborating to bring fans closer to their club.
Betting operator BOYLE Sports will tap into the East London identity and heritage that is synonymous with the Irons, as teased in the promo video below. Branded London black taxis will be visible around the UK’s capital city and at the London Stadium on matchdays.
Nathan Thompson, Executive Director at West Ham United, commented: “BOYLE Sports’ 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.”
BOYLE Sports CCO Troy Cox added on the fresh partnership: “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.
“At BOYLE Sports, 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 proud to announce we are now an Official Principal Partner of @WestHam and @westhamwomen.
When the opportunity to partner with the Hammers arose, we jumped at the chance. Because we can’t think of anything better than backing a team that always backs itself. A club with… pic.twitter.com/ve5XToyBAx— BoyleSports (@BoyleSports) July 1, 2025
Background controversy to the West Ham deal
When this partnership was first mooted, ReadWrite discussed some controversial issues in the background that are very relevant.
The 2023 Europa Conference League winners have had Betway as their front-of-shirt sponsor in recent years, but that relationship has clouded over the Lucas Paqueta scandal. The Brazilian international player was directly implicated in a betting scandal and was subsequently charged with deliberately getting booked on the pitch to influence betting markets.
Betway was directly involved in alerting the authorities to the situation, and now they are no longer in a partnership with West Ham.
The club denied the two matters were linked, with Paqueta still waiting to find out his fate. An announcement from the Football Association (FA) is due any time now.
West Ham has entered into another relationship with a betting brand, just one year before all gambling sponsorships will be banned from the front of playing shirts in England. This is part of a voluntary measure after a code of conduct was agreed between the Premier League, FA, English Football League (tiers 2-4), and Women’s Super League.
The arrangement does not include gambling logo placements on the arms or back of shirts.
Image credit: WHUFC
