In July 2025, West Ham United announced a multi-year partnership with BOYLE Sports, Ireland’s largest independent bookmaker. To mark the beginning of the partnership, BOYLE Sports will became West Ham United’s front-of-shirt sponsor for the 2025/26 season.
The announcement came as BOYLE Sports commits to a broad package of investment totalling over £100 million over the next three years in the UK and includes a fresh new look and brand identity. As the Hammers' official Betting Partner, the deal signals the brand’s intent to become a major force in the UK market.
To celebrate the partnership, BOYLE Sports will work with West Ham United on exciting new content throughout the season, which will appear across the Club’s global digital channels. Eagle-eyed supporters will be able to spot branded London taxis driving around the capital and appearing at matches. They will also form the basis of an exciting new content series ‘The Knowledge’, bringing fans closer to their heroes and empowering them with added insight in line with BOYLE Sports mantra of ‘Back Yourself’.