BOYLE Sports, Ireland’s largest independent bookmaker, has been confirmed as the new sponsor of TNT Sports’ Premier League coverage for the 2025/26 season. The deal forms part of the company’s more than £100 million investment in the UK market, aimed at expanding its brand presence and customer reach.
Under the agreement, BOYLE Sports branding will be featured across non whistle-to-whistle coverage of all 52 live Premier League matches on TNT Sports, as well as post-21:00 highlights and supporting shows. The sponsorship will debut during the channel’s first match of the season on Saturday, when Aston Villa host Newcastle United in the 12:30 kick-off.
The arrangement follows BOYLE Sports’ recent multi-year principal partnership with West Ham United, announced in July, which sees the operator become the club’s front-of-shirt sponsor for the current season.
The company will also launch its new ‘Back Yourself’ TV advertising campaign this weekend, developed with Forsman & Bodenfors Dublin, alongside continued investment in technology upgrades, over 200 new UK retail outlets, and the creation of 1,000 jobs. The refreshed brand identity features a modernised logo, revised colour palette, and streamlined typography to support consistency across broadcast, digital, and retail channels.
Chief Commercial Officer of BOYLE Sports, Troy Cox, said: “Sponsoring TNT Sports’ Premier League coverage will put BOYLE Sports front and centre at one of the UK’s biggest broadcasters, reaching millions of football fans each week. It’s a landmark moment in our £100M+ UK relaunch, combining over four decades of betting expertise with a bold new brand identity and an ambitious growth plan across digital, casino and retail.”
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