BoyleSports has been unveiled as the new front-of-shirt sponsor for the London Lions, marking a major milestone in the operator’s expanding presence across the UK sports landscape. The agreement forms part of a £100 million+ investment strategy aimed at strengthening BoyleSports’ position in the British market.
Expanding Visibility Across UK Sports
Under the new partnership, BoyleSports branding will feature on the London Lions’ home and away jerseys, debuting during the team’s EuroCup clash against Dolomiti Energia Trento and continuing throughout the Super League Basketball season. The operator’s logo will also appear prominently at the Copper Box Arena in Stratford, London, alongside a series of joint fan engagement and promotional initiatives.
The deal represents BoyleSports’ growing commitment to British sport, aligning its brand with basketball’s rising profile in the UK. Fans can expect to see branded activations across arenas, broadcast channels, and social platforms designed to bring supporters closer to both brands.
Shared Ambitions and Cultural Synergy
Commenting on the announcement, Vlad Kaltenieks, CEO of BoyleSports, said: “This is a hugely exciting new frontier for BoyleSports and our new investment in the UK market. London Lions are a perfect partner for us, with both brands operating at the crossover of sport and culture. We look forward to many successful nights under the lights of the Copper Box Arena.”
Justinas Liaudinskas, Chief Commercial and Revenue Officer at the London Lions, added: “We’re extremely proud to welcome BoyleSports as our new front-of-jersey partner. Both the Lions and BoyleSports share mutual ambition to establish real presence in London. We’re excited to grow together and create memorable moments for our fans on and off the court.”
Strengthening a Broader UK Strategy
The sponsorship aligns with BoyleSports’ broader UK growth strategy, which includes several major partnerships and digital expansions. The operator recently announced the relaunch of its online casino platform in the UK and Ireland and extended its Galway Races sponsorship by three years.
In parallel, BoyleSports signed a front-of-shirt deal with West Ham United, another Stratford-based team, and became a sponsor of Premier League coverage on TNT Sports for the 2025-26 season. The company also recently unveiled a redesigned lottery platform, signaling continuous innovation within its gaming portfolio.
Through its partnership with the London Lions, BoyleSports strengthens its brand presence in London, one of Europe’s key sports and entertainment markets, and continues its trajectory as one of the most active betting operators in UK sponsorship.
Sources: Gambling Insider, iGaming Express
