BOYLE Sports Launches New ‘Back Yourself’ Brand Campaign

BOYLE Sports has unveiled its latest brand campaign, Back Yourself, as part of a wider £100m-plus investment strategy in the UK market. The centrepiece of the campaign is a cinematic film that explores the decision-making process of a sports bettor, set against the backdrop of a stylised train journey representing the flow of thoughts and data influencing a betting choice.

The production was delivered in collaboration with Forsman & Bodenfors Dublin, Stink Films and director Ben Nakamura Whitehouse, with AI-generated dreamscapes provided by Dublin-based GABHA Studios. Filmed on one of the largest soundstages in Belgrade, the shoot involved a constructed train set enhanced with large LED screens and featured a cast performing within a hybrid live-action and AI-generated environment.

The campaign builds on BOYLE Sports’ recent activity in the UK, which includes partnerships with West Ham United and TNT Sports’ Premier League coverage. Alongside the film, a series of print and out-of-home assets extend the ‘train of thought’ theme across multiple media formats.

The new platform coincides with a refreshed brand identity featuring an updated logo, colour palette and typography aimed at unifying BOYLE Sports’ positioning across digital, retail, sponsorship and broadcast channels. The bookmaker said the campaign forms part of its wider UK relaunch and underlines its commitment to strengthening its presence in one of the most competitive igaming and sports betting markets.

Aimée Prendergast, Marketing Director at BOYLE Sports, said: This campaign brings our new positioning ‘Back Yourself” to life in a bold, cinematic way that reflects the confidence at the heart of our brand. It’s the cornerstone of our UK relaunch and we’re excited for fans to see a new side of BOYLE Sports across TV, OOH and digital.”