BoyleSports Becomes 2025-26 Sponsor of TNT Sports’ English Premier League Coverage

The partnership between broadcaster and bookmaker began on 16 August with TNT Sports’ first game of the season, Aston Villa v Newcastle. We’ll see the familiar BoyleSports branding across all coverage of the 52 matches airing on TNT Sports. Chief commercial officer of BoyleSports, Troy Cox said, “Sponsoring TNT Sports’ Premier League coverage will put BoyleSports front and centre at one of the UK’s biggest broadcasters, reaching millions of football fans each week.”

It looks like every angle is covered, with BoyleSports branding featuring on TNT Sports’ highlights and supporting shows airing after 9pm. Broadcast sponsorship is just the start for BoyleSports’ English Premier League push, with a new TV ad running throughout the season. The operator tells us that the “Back Yourself” campaign aims to “...bring the brand’s bold and empowering positioning to life ahead of the new season.” The TNT Sports partnership is just one part of the UK investment game plan for BoyleSports. Cox says, “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.”

BoyleSport’s investment of over €115m into the UK market includes 200 new shops, 1,000 new jobs, and “significant technology upgrades”, as well as a front-of-shirt sponsorship with West Ham United. This comes in time for the English Premier League’s final season of front-of-shirt sponsorship for gambling companies. To Irish soccer fans, the 2026-27 English Premier League season will look more like the top League of Ireland tiers, which currently have no front-of-shirt sponsorships from gambling companies.

It’s a big moment for Irish punters following English football, and growth and investment from our top-name bookmakers is always promising for the Irish sports betting scene. I just hope it doesn’t mean prioritising UK-market investment over the Irish market ahead of the upcoming Gambling Regulation Bill in 2026. I think the front-of-shirt deal is an interesting move, with massive exposure but uncertain future prospects. It’s the eleventh hour for gambling companies when it comes to this type of sponsorship in the English Premier League, but maybe they’ll take a leaf out of the League of Ireland book for future partnerships.