BOYLE Sports has joined Leeds United as UK and Ireland Betting Partner under a multi-year agreement covering stadium advertising, digital content and supporter promotions.
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The agreement gives BOYLE Sports regular visibility at Leeds United home matches. Branding will feature on pitchside LED displays and permanent signs inside the John Charles Stand.
Competitions, online content and other supporter activities also form part of the partnership. Both sides plan to use those campaigns to connect the bookmaker with football fans across the UK and Ireland.
Phil Hardman, Partnerships Director at Leeds United Football Club, said:
“We are excited to welcome BOYLE Sports as an Official Partner for the upcoming campaign, with the opportunity to work with them on a number of exciting fan activations.
“It will be great to see the partnership develop across the season, and we look forward to showcasing their brand as it features across Elland Road at all of our home games”
BOYLE Sports already operates retail betting shops in Leeds and across Yorkshire. The bookmaker can now combine that local presence with access to the wider Leeds United audience as it builds its UK business.
The deal follows a BOYLE Sports commitment to invest more than £100 million in the UK market. Leeds United also joins a sports sponsorship portfolio that already covers events and organisations across Britain and Ireland.
Gill Blake-Swift, Director of Brand at BOYLE Sports, said:
“Leeds United is one of the biggest and most iconic clubs in English football, with a fanbase whose passion and loyalty are second to none. Our retail presence in Leeds and the wider Yorkshire area means we’ve seen first-hand what this club means to the city and its people.
“As a fan favourite with customers across Ireland, we’re excited to build on that success by continuing to grow our presence across the UK, and this is a significant step for the BOYLE Sports brand. Together, we’re looking forward to creating memorable experiences that bring us even closer to supporters throughout the season.”
The partnership begins as Premier League clubs remove gambling logos from the front of match shirts for the 2026 to 2027 season. The voluntary league rule does not prevent betting companies from buying LED advertising, stadium signage, sleeve inventory or other official partner rights.
BOYLE Sports has therefore secured an advertising package built around Elland Road, online campaigns and supporter engagement rather than a main shirt position.
The format also gives Leeds United a licensed betting partner while English football faces wider questions over advertising by offshore operators. The UK government has considered tighter rules for sports deals involving gambling companies that lack a British licence.