The partnership brings BOYLE Sports to the heart of football in Northern Ireland, engaging with fans at every major touchpoint. The multi-year agreement includes title sponsorship of the BOYLE Sports Women’s League Cup.
This marks BOYLE Sports’ latest addition to its partnership portfolio, following deals with West Ham United and London Lions.
BOYLE Sports Partner NIFL
BOYLE Sports is the new Official Betting Partner of the Northern Ireland Football League (NIFL) under a new multi-year agreement from today. Reinforcing BOYLE Sports’ dominance in Northern Ireland, the partnership spans the Men’s and Women’s Premierships, Championship and Premier Intermediate league, and will see BOYLE Sports become the new title sponsor of the NIFL Women’s League Cup for the 2026 season.
The partnership immerses the brand across every major touchpoint in Northern Irish football. From today, BOYLE Sports will be embedded across broadcast coverage, featuring in BBC and DAZN highlights, digital, social and matchday environments, with interview backdrops and pitchside branding. BOYLE Sports will further collaborate with NIFL on podcasts, awards and wider league content.
Sup Swap Comes Alive
The partnership will also see BOYLE Sports branding on the official referees’ substitution board, a natural tie-in with the brand’s newly launched Sub Swap offer. This offer keeps a bet active if a player is substituted, giving the bettor another chance to win – adding extra excitement and engagement.
Activating more widely beyond the on-pitch action, BOYLE Sports will also play an active role in strengthening the League’s prominence and excitement amongst fans, tapping into the sport's popularity in Northern Ireland and reaching fans across every key moment in the season. The partnership will champion the brand’s ‘Back Yourself’ ethos, empowering fans to engage with the sport, their clubs and the wider football community with greater confidence and connection.
BOYLE Sports has a long-standing footprint in Northern Ireland, operating 34 retail shops and employing over 175 people across the region. The new partnership builds on this established presence, reinforcing the brand’s commitment to local communities and to supporting sport at every level of Northern Irish football.
Commenting on the announcement, Vlad Kaltenieks, CEO of BOYLE Sports, said:
“Football isn't just sport in Northern Ireland - it's community, identity, and aspiration. Partnering with NIFL means backing the entire ecosystem, from grassroots to elite. We're already part of this community, and this partnership deepens our commitment to investing responsibly in the game and the people who make it matter.”
Gerard Lawlor, Chief Executive Officer of the Northern Ireland Football League, added:
“We are pleased to welcome BOYLE Sports as the new Official Betting Partner of the Northern Ireland Football League. BOYLE Sports has been a long-standing investor in local football, and their continued backing strengthens the commercial sustainability of our clubs and the communities they serve. This partnership will create new revenue opportunities, enhance our league’s market presence, and deliver measurable value to both our clubs and the wider football ecosystem.”
The partnership complements BOYLE Sports’ expanding presence across UK and Irish sport, including a partnership with West Ham United, major racing sponsorships, darts properties such as the BOYLE Sports World Grand Prix and recent
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