Leeds United have secured a multi-year partnership with Boyle Sports, making the Irish sports betting brand their official betting partner in the UK and Ireland. The deal will see Boyle Sports branding displayed prominently at Elland Road, including matchday LED advertising and signage in the John Charles West Stand. The partnership also includes fan competitions and content collaborations.
What does the partnership include?
The agreement grants Boyle Sports significant visibility at Elland Road, with their branding featured on matchday LED screens and permanent signage in the John Charles West Stand. Additionally, the partnership will involve joint competitions, exclusive content, and engagement opportunities for fans throughout the season.
Why is this deal significant for Leeds United?
This partnership marks a strategic move for Leeds United as they look to enhance their commercial presence. Boyle Sports, already a partner with West Ham United, brings experience and resources to the table. The deal also reflects the club’s growing appeal, coming off a 2025 season where they finished 14th in the Premier League with 47 points (11W-14D-13L), scoring 49 goals and conceding 56.
What does Boyle Sports bring to the partnership?
Gill Blake-Swift, Director of Brand at Boyle Sports, highlighted the club’s passionate fanbase and their retail presence in Leeds and Yorkshire. She emphasized the brand’s excitement to grow its UK footprint through this collaboration, aiming to create memorable experiences for supporters. Phil Hardman, Leeds United’s Partnerships Director, echoed this sentiment, expressing enthusiasm for the fan-focused activations planned for the upcoming campaign.
How will fans experience this partnership?
Fans can expect to see Boyle Sports branding at all home games, with the partnership set to develop throughout the season. The focus will be on delivering engaging activations that bring fans closer to the club, aligning with Leeds United’s commitment to enhancing the matchday experience.
