The English footbal club, West Ham United have announced a significant multi-year principal partnership with BoyleSports, Ireland’s largest independent bookmaker, a move that sees the betting firm become the Hammers’ new front-of-shirt sponsor for the 2025-26 season.
This landmark agreement marks a pivotal moment for both organizations, signaling a new chapter for the East London club ahead of crucial changes in Premier League (PL) sponsorship regulations.
The partnership sees BoyleSports step in to succeed Betway as West Ham United’s primary shirt sponsor. While the broader agreement spans multiple years, the front-of-shirt visibility is strategically limited to the upcoming 2025-26 campaign. This timing is critical, as it precedes the Premier League’s impending ban on gambling firms appearing as front-of-shirt sponsors, set to take effect from the 2026-27 season.
Speaking on the occasion, Nathan Thompson, Executive Director at West Ham United, said, “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. We are excited to work together with BOYLE Sports to deliver on our shared commitment to the growth of our Football Club and West Ham United’s UK and international supporter base.
“West Ham United is one of the Premier League’s most storied and well-supported Clubs, with a rich heritage, a world-class home in the London Stadium and a global fanbase that spans generations. 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.”
BOYLE Sports CCO Troy Cox, added, “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 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.
“Football is at the heart of many of our customers’ lives and this collaboration allows us to bring them closer to the action, fusing excitement with a deep commitment to responsible gambling. Whether you’re betting in-store, online or following the game from home, we’re committed to delivering a sharper, more rewarding experience every time. We’re thrilled to be partnering with West Ham United and can’t wait to see what we achieve together.”
This strategic alliance comes as BoyleSports embarks on an ambitious expansion, committing over £100 million in investment across the UK over the next three years. This includes a comprehensive brand refresh and new identity. As the Premier League Club’s official betting partner, the deal firmly signals BoyleSports’ intent to establish itself as a major force in the competitive UK market. The partnership is set to kick off with the new season, with fans eager to see the new-look kit and the impact of this significant collaboration.
