Table of Contents
Irish betting firm BoyleSports has signed a one-year front-of-shirt sponsorship deal with West Ham United for the upcoming 2025/26 Premier League season, stepping in to replace Betway after a decade-long partnership. The move comes just before the Premier League’s voluntary ban on gambling brands appearing on the front of team shirts takes effect at the end of the 2025/26 campaign.
£12 Million Deal Marks BoyleSports’ Premier League Return
The new partnership is reported to be worth £12 million, making it BoyleSports’ most prominent foray into English football so far. The Dundalk-based bookmaker has previously sponsored Birmingham City and Coventry City in the Championship, but the deal with West Ham marks a return to top-tier exposure.
This deal is expected to be the last opportunity for BoyleSports and other gambling brands to be featured on Premier League matchday shirts before the league-wide restrictions begin. The 2023 agreement among clubs to phase out such deals does not ban sleeve or training kit sponsorships, meaning some betting visibility will still be allowed after the rule change.
Sponsorship Deals Under Growing Scrutiny
The timing of BoyleSports’ announcement comes amid heightened scrutiny of gambling sponsorship in football. Recent developments such as the exit of white-label provider TGP Europe from the UK market, have increased regulatory pressure. TGP Europe, which managed licenses for 15 gambling brands, left after facing a £3.3 million fine for due diligence failures.
This departure caused concern for several Premier League clubs that were partnered with TGP-backed operators, including:
- Wolverhampton Wanderers (DEBET)
- Fulham (SBOTOP)
- Newcastle United (Sportsbetio.uk)
- AFC Bournemouth (bj88)
- Burnley (96.com)
These brands were no longer licensed by the UK Gambling Commission, prompting the regulator to reach out directly to the affected clubs. The Commission requested confirmation that due diligence was conducted and that UK consumers could no longer access these unlicensed betting platforms.
Lucas Paquetá Investigation Casts a Shadow
The new sponsorship deal also comes while West Ham midfielder Lucas Paquetá faces serious charges from the Football Association (FA). In May 2025, the Brazilian international was charged with four breaches of FA Rule E5.1, which prohibits players from influencing match outcomes for betting purposes.
Paquetá is accused of intentionally receiving yellow cards to manipulate betting markets, a case that has drawn widespread attention. The investigation is ongoing and could have wider implications for how clubs and players interact with gambling brands.
Also Read: How To Play Golf Solitaire: Easy Rules And Guide
