West Ham United teams up with BOYLE Sports in multi-year deal

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Image credit: BBA Photography / Shutterstock.com

West Ham United has unveiled a multi-year partnership with BOYLE Sports, the largest independent bookmaker in Ireland.

To kick off the new partnership, BOYLE Sports will take pride of place on the front of West Ham United’s shirts for the 2025/26 season.

The announcement follows BOYLE Sports’ pledge to invest over £100 million ($208.5 million AUD) in the UK over the next three years, a move that includes a bold new brand identity and fresh visual look.

As West Ham’s official Betting Partner, the deal highlights the company’s ambition to make a strong impact in the UK market.

Nathan Thompson, Executive Director at West Ham United, said the partnership with BOYLE Sports aligns with the club’s ambitions for growth, marking a key moment in both the brand’s UK relaunch and the club’s expanding global presence.

“BOYLE Sports’ energy and ambition for growth makes them a natural fit as a partner for West Ham United and we are proud to be playing a pivotal role in their relaunch into the UK market,” he said in a press release.

“We are excited to work together with BOYLE Sports to deliver on our shared commitment to the growth of our Football Club and West Ham United’s UK and international supporter base.

“West Ham United is one of the Premier League’s most storied and well-supported Clubs, with a rich heritage, a world-class home in the London Stadium and a global fanbase that spans generations.

“This partnership is another significant milestone in our preparations for the new season, which will include the Club’s highly anticipated return to the USA, as we take on our Premier League rivals in the Summer Series later this month, allowing us to connect with our ever-growing fanbase in America and beyond.”

BOYLE Sports CCO Troy Cox said the partnership with West Ham United reflects a shared ambition and forms a key part of the company’s major UK growth plans, aiming to bring fans closer to the game while promoting a responsible and rewarding betting experience.

“West Ham is one of the most iconic Clubs in the Premier League and our partnership marks a powerful alignment between two proud, ambitious brands,” he said in a press release.

“At BOYLE Sports, we’re investing significantly in our UK growth – across retail, tech, product and partnerships – and working with West Ham is a central pillar of our approach.

“Football is at the heart of many of our customers’ lives and this collaboration allows us to bring them closer to the action, fusing excitement with a deep commitment to responsible gambling.

“Whether you’re betting in-store, online or following the game from home, we’re committed to delivering a sharper, more rewarding experience every time. We’re thrilled to be partnering with West Ham United and can’t wait to see what we achieve together.”

To mark the new partnership, BOYLE Sports will team up with West Ham United to create exciting content throughout the season, shared across the Club’s global digital platforms.

Fans may also spot branded London taxis around the city and at matches, which will feature in a fresh content series called ‘The Knowledge’—designed to bring supporters closer to their favourite players and share insights that reflect BOYLE Sports’ ‘Back Yourself’ message.

BOYLE Sports will make its London Stadium debut as the new front-of-shirt sponsor when West Ham faces Lille in the BOYLE Sports Cup on Saturday 9 August.

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Melbourne Victory and BYD drive innovation through new major partnership

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Melbourne Victory has officially welcomed BYD as a Major Partner and the Club’s exclusive Motor Vehicle Supplier for the next 12 months. At a partner launch bringing together the two organisations, the focus is on building around innovation, growth and a drive for success. The partnership will place BYD at the centre of Melbourne Victory’s fan experience. The brand will feature on the front of both the A-League men’s and women’s home and away jerseys. This gives BYD a strong presence across matchdays, broadcasts and digital content throughout the season.

The partnership extends well beyond the playing kit. BYD will be integrated across Melbourne Victory’s media, Academy and community assets. The two organisations will also collaborate through Member and pathways programs. This creates opportunities for BYD to connect with Victory supporters across multiple touchpoints.

For BYD, the partnership provides a direct connection with Melbourne Victory’s growing supporter and member base. The automotive brand has built a rapidly expanding presence in Australia and New Zealand. Its partnership with Victory provides another platform to build awareness and engage with Australian consumers. BYD Australia Chief Operating Officer Stephen Collins said the alignment between the two organisations was a key factor behind the deal.

“At BYD we’re enormously excited to welcome the Melbourne Victory into the BYD family as an exclusive automotive partner,” Collins said.

“What really appeals to us was the culture of innovation and the hunger for success.”

That alignment is reflected in the way the partnership will operate. BYD will not simply appear on Melbourne Victory assets. The brand will be connected to the Club’s members, fans, business network, pathways and community programs. Melbourne Victory Managing Director Caroline Carnegie said the partnership reflects a shared ambition for continued growth. She also highlighted the organisations’ common focus on leading, connecting and inspiring their communities. Together, Melbourne Victory and BYD will bring the partnership to life across matchdays, media, community initiatives and supporter experiences throughout the 2026-27 season.

Episode 4: “You could have sold it out twice”: Peter Filopoulos on why unification is the way forward

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PETER FILOPOULOS sees Saturday’s Australia Cup final between Melbourne Victory and South Melbourne Hellas as a ‘unification event’ that must be harnessed as a window to the future – rather than a means of stirring up old division – if Australian football is to progress.

“This game sold out organically, and having run marketing, corporate affairs and communications at Football Australia previously, I don’t think they would have needed to spend one single dollar on marketing,” Filopoulos told Soccerscene Unfiltered.

“You could have probably sold it out twice! This tells me it’s the sort of product the fans want; it’s authentic and taps into the new and the old, and demonstrates culture as a real asset. You couldn’t have scripted it better.

“If I was in a decision-making position at the A-League, I’d be looking very closely at why fans have responded in such an emphatic way.”

Filopoulos has seen it all across his near-35 year career in sports administration, which by his calculation has been split evenly inside the Australian football tent and outside it – but when outside, always with at least one eye glancing back.

Fifteen years across AFL clubs Hawthorn & North Melbourne as that code moved from a financially traumatic 1990s into a wealthier new millennium; five years at Football Australia: ‘easily the most transformative period for Australian football in its history’; stints with Etihad Stadium and even a period ‘completely out of my comfort zone’ at Swimming Australia.

There’s been crisis management, stepping in as Perth Glory CEO after the 2015 salary cap scandal; he’s seen the A-League’s boom times under the Lowys & Fox Sports’ 2018 broadcast deal; he’s enjoyed the euphoria of the 2023 Women’s World Cup in Australia and New Zealand.

But all stems back to the National Soccer League and South Melbourne Hellas, and his bold decision to take on the Club’s inaugural general manager position in December 1993, aged just 25.

“I wasn’t ready… but what it taught me is when an opportunity is presented to you, just say ‘yes’ and work out how to do it later. I’ve used this throughout my career, and that was one of those instances where I threw myself in the deep end.

“I had my career mapped out, and was working quite happily in accounting. But I was a passionate fan and having grown up at the old Middle Park, it was a natural ‘yes’ – and I was young enough to take a risk.”

With today’s A-League financially ailing and great clubs of yesteryear enjoying what Filopoulos terms a ‘renaissance’ – and agitating as vociferously for a return to the top flight as at any point since the demise of the NSL – he feels it is again time for bold leadership, and a little risk.

“You can have all the ambition in the world, and in being part of a club, you’re a custodian. But as I’ve always seen it, you need a sustainable commercial model: sound ownership, sound facilities, revenue, etc…

‘But you also need to understand how to tap into that asset of culture. What we’re seeing with the Australia Cup final is a result of culture, right? You need to create it amongst your fans, and know who your fans are, and tell them what you’re striving for. Bring them along on the journey!”

Catch the full chat with Peter Filoupolos on Soccerscene Unfiltered: from ‘eyeballing’ Frank Arok and backing Ange Postecoglou, overcoming resource challenges at Football Victoria, to the rise of the Matildas, and plenty more…

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