BoyleSports has taken another major step in its UK expansion strategy by becoming the official sponsor of TNT Sports’ coverage of the 2025/26 Premier League season.
The Irish bookmaker’s branding will be prominently featured throughout TNT Sports’ non whistle-to-whistle programming for all 52 live matches, including highlight shows and late-evening supporting content. The deal builds on BoyleSports’ growing football presence, following July’s announcement of a sponsorship agreement with West Ham United.
Troy Cox, Chief Commercial Officer at BoyleSports, described the partnership as a milestone in the company’s UK relaunch, which includes an investment of more than £100 million. This strategy combines over 40 years of betting industry experience with a refreshed brand identity and a growth plan spanning digital platforms, casino offerings, and retail expansion.
As part of the investment, BoyleSports intends to open 200 new betting shops across the UK, a move expected to create around 1,000 jobs. The West Ham deal, while multi-year, will see the brand appear on the club’s shirts for just one season, in line with the Premier League’s upcoming restrictions on front-of-shirt gambling sponsorships.
The new TNT Sports partnership will make its debut when Aston Villa host Newcastle United on 16 August, coinciding with the release of BoyleSports’ latest TV advertising campaign.
Beyond football, BoyleSports continues to maintain a strong presence in other sports, having recently renewed its sponsorship of the Galway Races, one of Ireland’s most prominent annual horseracing events.
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