BoyleSports

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BoyleSports
TypePrivate company
IndustryBookmaking
Founded1982; 39 years ago (1982)
FounderJohn Boyle[1]
HeadquartersBoyleSports, Finnabair Industrial Park, Dundalk, County Louth, Ireland.
Key people
Mark Kemp (CEO)
ProductsSports betting, Poker, Casino, Games, Bingo, Mobile and Lottery.
DivisionsBoyleLotto
SubsidiariesBoyleSports UK (Wilf Gilbert)
Websitewww.boylesports.com

BoyleSports is Ireland's largest independent bookmaker.

Headquartered in Dundalk, County Louth, the organisation has over 320 retail branches throughout Ireland[2] and the UK.[3]

They are also major operators in the online space with top-rated apps in both the Google Play and App Stores offering online sports betting, casino, bingo, gaming, poker and lottery services.

History[edit]

BoyleSports was established by John Boyle[4] in 1982 when he opened his first betting shop in Markethill, Co. Armagh, Northern Ireland. In 1989, five outlets were opened in Drogheda and in 2002, a further 14 new shops were opened.

The organisation had 77 shops by August 2004,[5] and opened their 100th store two years later in 2006.[6]

In February 2011, BoyleSports took over 17 new shops from Celtic Bookmakers, saving 100 jobs. Later that year BoyleSports saved 65 more jobs with a strategic takeover of 15 William Hill shops.[7]

In July 2017, Conor Gray succeeded founder John Boyle as BoyleSports CEO who assumed the role of Executive Chairman.[8]

In September 2018, BoyleSports celebrated the opening of their 250th shop in Kilcullen, Co. Kildare and announced plans to further expand its retail and online business.[9]

In June 2019, BoyleSports announced they had entered the UK retail market with the acquisition of independent bookmaker Wilf Gilbert, who ran 13 betting shops in the Midlands, for an undisclosed sum.[10]

In January 2020, BoyleSports expanded its operation in Northern Ireland by acquiring 33 William Hill shops making the company Ireland's biggest retail bookmaker.[11]

In 2021, Mark Kemp, managing director of the UK Tote Group was announced as the new CEO of BoyleSports following a company restructure.[12] Former CEO Conor Gray's role was changed to commercial director.

Sponsorship[edit]

Horse Racing[edit]

Since 2010, BoyleSports Champion Chase Day has run at the Punchestown Festival each year. Prize money for the feature race, the Grade 1 BoyleSports Champion Chase, increased from €140,000 to €300,000 between 2010 and 2019. Previous winners include Big Zeb, Sizing Europe, Sprinter Sacre and Un De Sceaux.

In 2014, BoyleSports became the headline sponsor of the most prestigious race in the Irish National Hunt calendar, the Irish Grand National, which runs at Fairyhouse Racecourse each Easter Monday. In August 2016 it was announced that the prize money would be increased to €500,000, making it the richest National Hunt race in Ireland.[13] The increase in prize money lead to a top-class level of entry with top trainers Willie Mullins and Gordon Elliott identifying it as a vital step to winnings the Trainers' Championship.

In January 2020, BoyleSports announced that they had pledged €2,000,000 in prize money to extend their sponsorship of the BoyleSports Irish Grand National for a further four years, maintaining its title as the riches race in the National Hunt calendar.[14]

In October 2014, BoyleSports and Irish national broadcaster RTE announced that BoyleSports would become the sponsor of the RTE Racing programmes across TV, radio and online in a deal worth €1,000,000.[15] In 2017 an extension of their partnership was announced.[16]

Football[edit]

In June 2019, BoyleSports announced they had signed a two-season deal to become the main sponsor of EFL Championship side Birmingham City.[17] The club stated that this was their biggest sponsorship deal in over a decade. The announcement was made at the official unveiling of the club's home kit at the Birmingham Back to Backs tourist attraction in Birmingham City Centre in a Peaky Blinders-styled launch event.[18] In April 2021, BoyleSports announced they had extended their sponsorship deal for two more seasons with Birmingham City until 2023.

In August 2020, BoyleSports became the main sponsor of Coventry City.[19] In 2021, Coventry City announced they had agreed to a two year extension with BoyleSports.[20] The deal was described as bringing "vital revenue" to the club until the end of the 2022/23 season.[21]

Darts[edit]

In July 2019, BoyleSports announced they had agreed a deal with the Professional Darts Corporation to sponsor the BoyleSports World Grand Prix in the Citywest Convention Centre, running from 2019 to 2021.[22] Speaking at the launch, Michael van Gerwen stated his love for the Irish fans saying, "This tournament has something special. The people love it and they come out to support". The tournament is broadcast live on Sky Sports for seven nights each year.

Greyhounds[edit]

BoyleSports became the headline sponsor in 2014 for the Irish Greyhound Derby held in Shelbourne Park every September. In 2017, an announcement was made detailing the increase in prize money from €240,000 to €300,000 for the 2018 Derby.[23] In 2021, BoyleSports announced a new three year extension of their sponsorship of the Irish Greyhound Derby.[24] The value of this sponsorship is expected to exceed €3m.

Other[edit]

Previous major sponsorship deals have included title sponsor of Sunderland AFC (2007 - 2010) in the Premier League, the BoyleSports Hurdle during the Leopardstown Festival, the BoyleSports Irish Guineas Festival at the Curragh, the BoyleSports Champion stakes at Shelbourne Park and the BoyleSports International at Dundalk Stadium.

Brand ambassadors[edit]

Former Republic of Ireland international football, Kevin Kilbane, joined BoyleSports as Football Brand Ambassador in 2016. The Match Of The Day and Virgin Media Sport pundit offers insight into upcoming football events for BoyleSports customers in shops and online.[25]

Also in 2016, Cheltenham Gold Cup, Aintree Grand National and BoyleSports Irish Grand National winning jockey, Robbie "Puppy" Power joined BoyleSports as Horse Racing Ambassador.[26]

Previous brand ambassadors have included Stan Collymore,[27] Joseph O'Brien[28] and Gordon Elliott.[29]

In 2021, former England and Liverpool captain Steven Gerrard[30] and sports broadcaster Natalie Sawyer joined BoyleSports as brand ambassadors ahead of the 2020 UEFA European Championship.[31]

References[edit]

  1. ^ https://www.rte.ie/news/business/2017/0724/892599-boylesports-appoints-conor-gray-as-new-chief-executive[bare URL]
  2. ^ "BoyleSports opens its 250th shop". RTE.ie. 12 September 2018. Retrieved 27 September 2018.
  3. ^ "BoyleSports enter UK betting shop market with Wilf Gilbert deal". Racing Post. Retrieved 1 June 2019.
  4. ^ "John Boyle - Independent.ie". Independent.ie. Retrieved 27 September 2018.
  5. ^ Webb, Nick. "They don't tell you this in college". The Irish Independent. 29 August 2004. Accessed 2 September 2011.
  6. ^ "Shop No 100 for top Irish bookie". The Irish Independent. 11 August 2006. Accessed 2 September 2011.
  7. ^ "Bookies' staff jobs safe, as Boylesports takes over Hill - Independent.ie". Independent.ie. Retrieved 27 September 2018.
  8. ^ "BoyleSports appoints Conor Gray as new chief executive". RTE.ie. 24 July 2017. Retrieved 27 September 2018.
  9. ^ "BoyleSports opens its 250th shop". RTE.ie. 24 July 2017. Retrieved 27 September 2018.
  10. ^ "BoyleSports enter UK betting shop market with Wilf Gilbert deal". Racing Post. Retrieved 1 June 2019.
  11. ^ "Boylesports buys 33 William Hill shops in North". RacingPost.com. Retrieved 12 January 2020.
  12. ^ "BoyleSports selects Kemp as new CEO". iGaming Business. 6 April 2021. Retrieved 3 June 2021.
  13. ^ "Irish Grand National prize money increase to bolster race's prestige". The Irish Times. Retrieved 27 September 2018.
  14. ^ "BoyleSports Pledge €2m Prize Money In New Irish Grand National Deal". BoyleSports. Retrieved 27 January 2020.
  15. ^ "BoyleSports signs two year €1m sponsorship deal with RTE - Independent.ie". Independent.ie. Retrieved 27 September 2018.
  16. ^ "RTÉ Sport and BoyleSports announce new sponsorship". RTE.ie. 16 January 2017. Retrieved 27 September 2018.
  17. ^ "Birmingham City unveil Boyle Sports as new jersey sponsor as they launch 2019/20 kit". RTE.ie. 4 June 2019. Retrieved 27 September 2018.
  18. ^ "Birmingham City unveil Boyle Sports as new jersey sponsor as they launch 2019/20 kit". RTE.ie. 4 June 2019. Retrieved 27 September 2018.
  19. ^ "BoyleSports becomes new shirt sponsor of Coventry City". cffc.co.uk. 20 August 2020. Retrieved 28 August 2020.
  20. ^ "Coventry City handed 'vital' cash boost ahead of next season". CoventryLive. 4 May 2021. Retrieved 3 June 2021.
  21. ^ "Blues are a safe bet for BoyleSports". BCFC. 26 April 2021. Retrieved 15 June 2021.
  22. ^ "BoyleSports To Sponsor World Grand Prix of Darts for Next Three Years". RTE.ie. 1 July 2019. Retrieved 27 September 2018.
  23. ^ "Prize Money Increases to €300,000 for 2018 BoyleSports Irish Greyhound Derby". betting.boylesports.com. Retrieved 27 September 2018.
  24. ^ "BoyleSports extend sponsorship of Irish Greyhound Derby in €1m deal". Clare Echo. 2 June 2021. Retrieved 3 June 2021.
  25. ^ "Kevin Kilbane Betting News - BoyleSports Betting". BoyleSports Betting. Retrieved 27 September 2018.
  26. ^ "BoyleSports ambassador Robbie Power gives his thoughts on Cheltenham". The Irish Field. 12 February 2020. Retrieved 3 June 2021.
  27. ^ "Stan Collymore Launches Broadcast Platform". BoyleSports. 4 November 2016. Retrieved 3 June 2021.
  28. ^ "BoyleSports Sign Joseph O'Brien As Horse Racing Ambassador". BoyleSports. 27 October 2016. Retrieved 3 June 2021.
  29. ^ "BoyleSports Sign Gordon Elliott As Horse Racing Ambassador". BoyleSports. 14 October 2015. Retrieved 3 June 2021.
  30. ^ "BoyleSports Sign Up Steven Gerrard As Euro 2020 Ambassador". BoyleSports. 31 May 2021. Retrieved 15 June 2021.
  31. ^ "BoyleSports Recruits Natalie Sawyer as Media Lead for Euro 2020". SBCNews. 7 June 2021. Retrieved 8 June 2021.

Further reading[edit]