BOYLE Sports Extends Partnership with West Ham Despite Relegation
In a surprising move, BOYLE Sports will continue its role as West Ham United’s main shirt sponsor, even after the club’s recent relegation to the Championship. This decision comes ahead of the Premier League’s planned voluntary ban on gambling sponsors on front-of-shirt branding starting in the 2026/27 season. The partnership ensures that BOYLE Sports remains visible on the club’s men’s and women’s kits across all competitions, preserving a valuable advertising presence.
Sustaining the Sponsorship Amid Changing Football Landscape
BOYLE Sports, based in Ireland, has been backing West Ham since last season. The company’s logo will still feature on the club’s home, away, and training kits for both men’s and women’s teams, marking a significant continuation of their partnership. This extension occurs just before the new ban on gambling companies appearing on Premier League shirts takes effect, prompting many bookmakers to explore alternative avenues for brand exposure in English football.
With West Ham now competing in the Championship, the partnership’s terms have shifted, but the support remains firm. BOYLE Sports announced that it will continue to back the West Ham fan experience throughout the 2026/27 season. The company expressed its desire to bring value to supporters during what it described as an “exciting new era,” highlighting the importance of maintaining visibility on a club with a passionate fanbase and rich history. The sponsorship’s prominence is considered one of the most significant football marketing arrangements in the market today.
West Ham Prioritizes Stability and Continuity
West Ham emphasized that the sponsorship remains part of a multi-year principal partnership. Interim CEO Karim Virani highlighted the club’s commitment to working with partners who share the same passion as its supporters. He stated, “The club wants commercial partners that share the same passion and drive as its supporters. He added that BOYLE Sports has approached the deal in that spirit. The comments came as the club prepares for a season that will be closely watched after a challenging end to 2025/26. The agreement offers a sense of stability amid ongoing changes at the club. Karim Virani, West Ham United Interim Chief Executive Officer, said:
“We’re delighted to have BOYLE Sports continue as our front of shirt partner as part of the multi-year Principal Partnership. As we enter an exciting new era for the club and prepare for a pivotal season, it matters that our commercial partners share the same passion and drive that we have for our loyal fans. BOYLE Sports has approached the partnership in that spirit, and we look forward to continuing to work with them.”
Following a turbulent summer and a season that concluded with relegation on the final day, West Ham now faces a new chapter in the Championship. Despite the change in division, the partnership with BOYLE Sports ensures a continued presence of a major sponsor, keeping a visible link to fans across both the men’s and women’s teams. This arrangement provides the club with a stable commercial relationship as it navigates the challenges and opportunities of life outside the Premier League.
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BOYLE Sports Sees Growth Opportunities
The West Ham deal comes at a time of expansion for BOYLE Sports. The operator recently celebrated opening its 400th shop at Galway Racecourse and secured a role as the principal title sponsor of the Northern Ireland Football League in a deal valued at over £1 million. These developments bolster its presence in British and Irish sports and position the company among some of the biggest front-of-shirt gambling sponsors in England. As the Premier League’s new restrictions on gambling advertising loom, operators are adapting their marketing strategies accordingly.
Vlad Kaltenieks, BOYLE Sports CEO, commented:
“I think the club being in the Championship is hugely exciting as well. The club has such a wonderful story and they have such a strong and supportive fanbase, and to continue to support that is fantastic. It’s just great to be part of that journey, and to see how the next season is going to pan out, and hopefully they make it back into the Premier League. Last season, we were rooting for them to be successful and what happened happened, but I think that’s probably going to give the club and the fans more of an injection of energy to continue to fight and to climb back. For us to be able to support that is a privilege.”
Kaltenieks’ remarks reflect a belief that the long-term potential of West Ham remains valuable, regardless of their division. The club’s passionate fanbase and storied history ensure the partnership’s ongoing relevance. Additionally, this move aligns with a broader trend of gambling brands seeking alternative ways to maintain visibility in football amidst tighter regulations. For BOYLE Sports, the relationship offers continued reach, stability, and association with one of English football’s most iconic clubs. For West Ham, it’s a vital step in maintaining key sponsorship support as they prepare for the next phase of their journey.
