14th August 2025: BOYLE Sports, Ireland’s largest independent bookmaker, is the new sponsor of TNT Sports’ coverage of the Premier League during the 2025/26 season.

The move forms a central part of the bookmaker’s major £100M+ investment in the UK market, bringing the brand to millions of football fans every week across the country.

The sponsorship will see BOYLE Sports branding integrated across the non whistle-to-whistle coverage of all 52 Premier League matches live on TNT Sports, as well as all highlights and supporting Premier League shows that air post 21:00.

Fans will see the new sponsorship in action on Saturday around coverage of the 12:30 kick-off between Aston Villa and Newcastle United, TNT Sports’ first Premier League match of the season.

Alongside the TNT Sports deal, BOYLE Sports announced a multi-year principal partnership with West Ham United in July, becoming the club’s front-of-shirt sponsor for the 2025/26 Premier League season.

BOYLE Sports will also be debuting its new TV campaign for the 2025/26 Premier League season this weekend, launching its ‘Back Yourself’ message to customers. Created in collaboration with Forsman & Bodenfors Dublin, the TV ad brings the brand’s bold and empowering positioning to life ahead of the new season.

 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.”

Known for its customer-first approach and commitment to responsible gambling, BOYLE Sports’ £100+ investment will include significant technology upgrades to its sportsbook and casino platforms, over 200 new UK store openings and the creation of 1000 jobs in local communities.

The brand’s refreshed identity features a modernised logo, updated colour palette, and streamlined typography designed to stand out across broadcast, digital, and retail environments. At its heart is a renewed customer promise, ‘Back Yourself,’ rooted in empowerment and equipping customers to make informed decisions.