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West Ham United has signed a fresh shirt sponsorship deal with BoyleSports, marking a return to Premier League exposure for the Irish betting firm. With a value rumored around £12 million ($16.3 million) for the 2025-26 season, the agreement positions West Ham to make one last use of gambling sponsorships on their kits before upcoming league restrictions begin.
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BoyleSports steps in to take over from Betway, which has featured on West Ham’s kits for five seasons. That partnership, reportedly worth £10 million per season, will expire at the end of the 2024-25 campaign. By securing BoyleSports for the following year, West Ham is using what may be its final window to host a gaming sponsor on its jerseys under current rules.
The Premier League will implement a voluntary restriction on gambling logos appearing on the front of matchday shirts starting with the 2026-27 season. Clubs can still have betting sponsors on sleeves and other assets, but front-of-shirt placements will end.
For BoyleSports, this agreement marks a return to the top level of English football after more than a decade away. The company had previously served as Sunderland’s main kit sponsor between 2007 and 2010. The new West Ham deal increases the club’s income from its front-of-shirt sponsor by £2 million over its prior agreement.
As gambling sponsorships gradually disappear from Premier League shirts, operators like BoyleSports are seizing final opportunities to appear front and center before the cutoff takes hold.
In recent years, the number of clubs featuring gambling brands has already dropped—from 11 in 2022-23 to 8 in 2023-24. More are expected to move away from these deals ahead of the new policy.
The timing of the West Ham–BoyleSports deal comes amid wider turbulence in the U.K. gambling sector. Earlier in 2024, Stake—another betting company—was forced to exit the British market following regulatory attention.
Stake.uk.com, a front-shirt sponsor for Everton, became the subject of a Gambling Commission investigation after a controversial marketing video went viral in February. The footage featured an adult entertainer holding a Stake-branded sign outside Nottingham Trent University.
In the wake of the investigation, Stake announced plans to shut its U.K. site by March 10, 2025, urging users to withdraw their funds. Regulators also said they would notify Everton and other Premier League clubs working with unlicensed sponsors about the legal risks involved.
The West Ham–BoyleSports agreement avoids those complications, offering both parties a clean deal under current regulations while time still permits.