BoyleSports Partners with Newcastle United
UK sportsbook BoyleSports has announced a brand-new sponsorship deal with Premier League football club Newcastle United. It has become the club’s latest UK and Ireland betting partner, in a bid to boost its brand recognition and outreach.
BoyleSports has joined FUN88 and bet365 as one of Newcastle United’s betting sponsors. ©Anthony Holmes/Pexels
Stadium Betting Terminals
Irish bookmaker BoyleSports has just signed a deal with Newcastle United to become one of the club’s official betting partners. It joins two other betting partners already at the Premier League side, Asian sportsbook FUN88 and British bookie bet365.
The deal is great news for BoyleSports, as it will help the betting firm to improve the visibility of its brand amongst football fans. It will also offer valuable marketing opportunities in both the UK and Ireland, and introduce potential new customers to the operator’s betting site.
The deal, which has been penned for two seasons, will see betting terminals featuring BoyleSports branding installed at the club’s home ground, St James Park stadium. With a capacity of 52,305 at the stadium, that opportunity will offer significant exposure for the betting brand.
The new branded terminals will offer the Magpies’ supporters easy and convenient access to betting facilities within the stadium. Exclusive promotions for Newcastle United fans aged eighteen and over will also be available.
BoyleSports is due to launch a range of exciting offers, activations and competitions. Fans can participate in these events for the opportunity to win exclusive prizes and experiences. BoyleSports will also benefit from a presence on the club’s digital platforms, including its website and social media pages.
BoyleSports has a long history, having been in business since 1982. Since then, the sports betting firm has gone from strength to strength to become one of the biggest independent sportsbooks in Ireland and the UK. It is now proud to operate more than 340 betting shops, providing jobs for 2500 people.
The bookmaker has stayed close to its Irish roots, and is still headquartered in Dundalk, County Louth. While the brand is best known for its high-street betting shops, it has also become a significant player in the online betting market. Alongside sports betting, its apps and website offer casino and lottery products, as well as bingo and poker.
Boosting Brand Recognition
In June, BoyleSports signed up top sports presenter Natalie Sawyer to join its team of ambassadors, just in time for the Euro 2020 finals. Sawyer is best known as one of the hosts at talkSport, and also features on popular football podcast, The Game. Before that, she spent eighteen years at Sky Sports News, presenting rolling news coverage.
Sawyer is the latest in a whole host of famous ambassadors at BoyleSports. She joined former captain of the England squad and current Rangers manager Steven Gerrard as a Euro 2020 ambassador. Other ambassadors include Grand National winning jockey Robbie Power and Irish football star Diarmuid Connolly.
BoyleSports’ latest partnership with Newcastle United comes as part of a strategy to expand its customer base and brand recognition in the UK. Teaming up with one of England’s greatest football teams is a great way to do this, as CEO Mark Kemp explained. Announcing the partnership, Kemp said:
“As an official partner for the new season we look forward to BoyleSports betting being available online, on mobile and at the fantastic St. James’ Park. We wish Newcastle United and their fantastic fans the very best of luck for a successful season.”
BoyleSports has joined two other sports betting partners at the Premier League club; Bet365 and FUN88. In July, the club announced that it had reached an agreement with FUN88 to extend its partnership. The Asian betting and gaming firm is Newcastle United’s primary partner, and has featured on the team’s kit since 2017.
The deal has already proved a success for FUN88, which has become popular with the club’s fans around the world. Over the last three years, supporters have benefitted from special competitions, as well as ticket and shirt giveaways. Meanwhile, the betting firm has gained a social media following and has been promoted on the club’s digital channels.
Betting Sponsors on Borrowed Time?
FUN88’s shirt sponsorship deal is thought to be worth millions, bringing in an estimated £6 million for the club every year. FUN88 does not have a license to operate in the UK, but the Premier League is popular amongst Asian football fans. The League is keen boost its global fanbase through partnerships like this one.
While sponsorships with global gambling firms have proved lucrative for football, closer to home deals with gambling firms are becoming increasingly problematic. Campaigners say that there are too many gambling ads in the sport, and it has been reported that the government is getting ready to crack down on the practice.
The UK government is in the midst of a Gambling Act Review, which could see a ban on gambling firms sponsoring football shirts. A white paper is expected to be published before the end of the year, outlining new legislation.
Until then, some clubs are keen to make the most of these partnerships while it is still possible, while others are dropping their sponsors. Newcastle United’s Head of Commercial, Dale Aitchison, welcomed the new deal with BoyleSports. Speaking in a press release, he said:
“We are very pleased to welcome BoyleSports on board and we look forward to kicking off our partnership as the new season begins. BoyleSports has long had an affinity with football and we are pleased to be working together to offer a first-class betting service for supporters on a matchday at St. James’ Park.”
The signing of the deal between BoyleSports and Newcastle United comes at the same time as rumors that the Irish bookmaker is interested in acquiring William Hill’s betting shops. Caesars Entertainment has completed its takeover of William Hill, and is looking to offload all of the bookmaker’s non-US assets.
