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BoyleSports has secured a new multi-year partnership with the Northern Ireland Football League (NIFL), strengthening its long-standing presence in the region and deepening its ties with domestic football. The agreement sees the operator appointed as Official Betting Partner across all major NIFL competitions, while also becoming title sponsor of the NIFL Women’s League Cup from the 2026 season.
The partnership reinforces BoyleSports’ strategy of investing in established football ecosystems with strong community roots, combining national visibility with local engagement across Northern Ireland.
The agreement spans the Men’s Premiership, Women’s Premiership, Championship and Premier Intermediate League, ensuring BoyleSports branding is embedded across the full NIFL structure.
Visibility will extend across broadcast highlights on BBC and DAZN, digital and social media channels, and in-stadium environments. Additional activations include interview backdrops, pitchside branding, league content collaborations and integration across official NIFL platforms, podcasts and awards programming.
A central matchday feature of the partnership is the placement of BoyleSports branding on official referees’ substitution boards. This activation links directly to the operator’s recently launched Sub Swap betting feature, which keeps a wager active if a selected player is substituted during a match.
The mechanic is designed to sustain engagement throughout games, aligning betting products more closely with live match dynamics. Beyond matchdays, BoyleSports will also support campaigns aimed at growing fan engagement, enhancing league visibility and promoting its “Back Yourself” brand ethos.
BoyleSports has operated in Northern Ireland for decades and currently runs 34 retail locations, employing more than 175 staff across the region. The NIFL partnership builds on this footprint, reinforcing the operator’s commitment to local communities and football development at every level.
The agreement positions BoyleSports as a commercial partner not only to elite competition but also to the wider football ecosystem that underpins the league’s long-term sustainability.
The NIFL deal complements BoyleSports’ wider sponsorship portfolio across the UK and Ireland. The operator maintains partnerships across football, horse racing, darts and basketball, including collaborations with West Ham United, the London Lions and major racing events.
By adding NIFL to its portfolio, BoyleSports further consolidates its visibility across key sports verticals while reinforcing its ambition to remain a leading betting brand in the region.
Sources: iGaming Express, BoyleSports
