Boyle Sports has announced a major investment of over £100 million to relaunch in the UK market over the next three years.
The sports betting and gaming company, which is Ireland’s largest independent bookmaker brand, plans to open more than 200 new stores and create over 1,000 jobs across the UK as part of the deal.
It said it will also continue to invest in its Irish operations.
The family-owned Irish business has also agreed a multi-year partnership with West Ham United.
Boyle Sports will be the Premier League football club’s front-of-shirt sponsor for the 2025/26 season, as it aims to expand its footprint in the UK.
As part of a rebrand, the company said it will also invest in significant upgrades in its technology to “bolster its digital offering” and to improve the experience for its customer base in Ireland and UK.
The CEO of Boyle Sports said the relaunch marks “a major milestone” for the business, which was established in 1982.
Vlad Kaltenieks said the UK is “one of the most exciting, well-regulated and competitive betting landscapes in the world, and we believe we offer something genuinely different to customers.”
“We’ve listened to what our customers have told us they want, and with £100+ million committed to team, innovation, retail expansion and product development, we’re investing in the future of betting and staking our claim as a major player in the UK market,” he added.
Boyle Sports currently operates 390 shops across Ireland and the UK and employs over 2,700 people in Ireland, the UK and Gibraltar.
