Boyle Sports has found a creative route to front-line football branding just as Premier League shirt sponsorship rules close the door on gambling companies.
The Irish bookmaker was named official betting partner of Leeds United mere days before announcing title sponsorship of a pre-season cup fixture between Leeds and Manchester United.
The match, named the BOYLE Sports Cup 2026, takes place on 12 August at Croke Park in Dublin, a venue historically reserved for Gaelic athletics.
This will mark the first ever club football match played at Croke Park, adding genuine historic significance to what might otherwise be billed as a pre-season friendly.
The game is also the first football fixture at the stadium since Ireland’s World Cup playoff tie against France in 2009, a match infamous for Thierry Henry’s handball assist in the second leg.
With both clubs boasting huge supporter bases across Ireland, it comes as little surprise that the fixture has already sold out well ahead of kick-off.
Broadcast coverage on ITV in the UK and Premier Sports in Ireland will dramatically extend BOYLE Sports’ visibility well beyond those attending in person.
As title sponsor, BOYLE Sports will hold full match naming rights, with its branding appearing across official match assets, in-stadium displays, and all broadcast coverage of the fixture.
The bookmaker will also deliver fan-focused activations around the game, including competitions, giveaways, and stadium experiences designed to boost supporter engagement on the day.
Liam McKee, Head of Sponsorship at BOYLE Sports, said: “This is exactly the kind of moment we want BOYLE Sports to be part of. Two big clubs, passionate supporters and a matchday experience that brings real energy to fans.”
McKee added: “Croke Park is an iconic venue, and we’re looking forward to playing our part in making the Manchester United v Leeds United, BOYLE Sports Cup 2026, a memorable fixture for supporters in Ireland and beyond.”
A similar branded cup format had previously been used with West Ham’s Betway Cup, though that competition was limited to West Ham facing international opposition rather than fellow Premier League clubs.
BOYLE Sports’ approach represents a significant evolution of that model, pairing two domestic rivals in a gambling-sponsored one-off trophy that could set a template widely copied across the industry.
Elsewhere in sponsorship news, London.Bet has secured a deal with Charlton Athletic FC for the 2026/27 Sky Bet Championship season, covering back-of-shorts branding, LED pitch-side displays, and press conference backdrops across all competitions.
Matthew Jones, Chief Financial Officer at London.Bet, said: “We have plans in place for activations that reward Addicks supporters through the season and campaigns that give something back to the area around The Valley.”
