Leeds United has entered a multi-year agreement with BOYLE Sports, naming the bookmaker as its official betting partner for the United Kingdom and Ireland.

The partnership will begin during the 2026/27 Premier League season and give BOYLE Sports a visible presence at Elland Road. The agreement also covers competitions, digital content and other activities intended to involve supporters throughout the campaign.

BOYLE Sports branding will appear on matchday LED displays and permanent signage in the John Charles West Stand. The company and club also plan to create fan-focused promotions around home fixtures and other key moments during the season.

The deal expands BOYLE Sports’ football sponsorship portfolio as the operator continues investing in its presence across the British market.

Elland Road Branding Forms Part of Agreement

BOYLE Sports was founded in 1982 and remains family-owned. The company employs more than 2,700 people across Ireland, the UK and Gibraltar and operates over 400 betting shops.

Its latest partnership follows a previously announced investment of more than £100 million in the UK. The operator has also expanded its retail estate, including the opening of its 400th shop at Galway Racecourse.

Liam McKee, Head of Sponsorship at BOYLE Sports, said the agreement connects the company with a club known for its history and supporter base.

“Leeds United is a truly iconic club with a rich history and one of the most passionate fanbases in English football.

“We’re thrilled to partner with the club as its UK and Ireland Betting Partner, and we look forward to creating engaging and memorable experiences for supporters throughout the season.”

Gill Blake-Swift, Director of Brand at BOYLE Sports, also pointed to the bookmaker’s existing retail activity in Leeds and the wider Yorkshire region.

“Leeds United is one of the biggest and most iconic clubs in English football, with a fanbase whose passion and loyalty are second to none,” said Blake-Swift in a press release.

“Our retail presence in Leeds and the wider Yorkshire area means we’ve seen first-hand what this club means to the city and its people.

“As a fan favourite with customers across Ireland, we’re excited to build on that success by continuing to grow our presence across the UK and this is a significant step for the BOYLE Sports brand. Together, we’re looking forward to creating memorable experiences that bring us even closer to supporters throughout the season.”

Fan Activities Planned for 2026/27 Season

The partnership will include exclusive competitions and club-related content. Both parties intend to use the agreement to give supporters additional ways to interact with Leeds United during the season.

Phil Hardman, Partnerships Director at Leeds United Football Club, said the club expects BOYLE Sports to feature throughout its home schedule.

“We are excited to welcome BOYLE Sports as an Official Partner for the upcoming campaign, with the opportunity to work with them on a number of exciting fan activations.

“It will be great to see the partnership develop across the season, and we look forward to showcasing their brand as it features across Elland Road at all of our home games!”

The agreement arrives as Leeds prepare for a second consecutive Premier League campaign, the first time the club has achieved that since the 2022/23 season.

Leeds has worked with gambling companies in previous years. SBOBET appeared on the front of the club’s shirts between 2020 and 2023.

Premier League clubs can no longer use gambling brands as front-of-shirt sponsors, making official betting partnerships another route for operators seeking visibility around teams and stadiums.

BOYLE Sports Adds Another Football Deal

The Leeds agreement follows other recent additions to BOYLE Sports’ sponsorship activity.

The company extended its front-of-shirt arrangement with West Ham United, which now competes in the Championship. The Leeds partnership gives the bookmaker a presence connected with both the Premier League and the second tier of English football.

BOYLE Sports has identified football as an increasingly important part of its business. Chief Executive Officer Vlad Kaltenieks previously said the company’s football product was competing with horse racing, traditionally one of its leading areas.

The new agreement strengthens that focus by placing BOYLE Sports branding inside Elland Road and linking the operator with Leeds’ supporter base across the UK and Ireland.

The companies have not disclosed the financial terms or full duration of the partnership. They confirmed that it will run for multiple years and include supporter activities throughout the 2026/27 campaign.