August 18, 2021 3 min read

BoyleSports Becomes Third Sports Betting Partner of Newcastle United

The UK may have a certain level of disdain for relationships between sports betting operators and sports organizations, but they’re not going away anytime soon. The latest deal involves BoyleSports, which just signed on as an official sports betting partner of Newcastle United FC. The agreement makes BoyleSports an official partner of the soccer club for the next two years.

BoyleSports Extends Public Exposure Through Newcastle United Deal

Newcastle United already had partnership arrangements with Fun88 and bet365, but decided that more is better. It has drafted BoyleSports as its latest official sports betting partner, giving the sportsbook exposure in the UK and Ireland markets. The agreement is in place for two years and includes a number of new fan engagement initiatives on the part of BoyleSports. Among these, according to a company announcement, are competitions, exclusive promotions and special offers tied to the team’s games. It might also be possible to see sports broadcaster Natalie Sawyer at some of the games and events following her acceptance as a BoyleSports brand ambassador in June.

BoyleSports, which has 340 retail shops in the UK and Ireland, will also see its name appear on sports betting kiosks at the team’s St James Park stadium. Asserts the company’s CEO, Mark Kemp, “As we expand in the UK, BoyleSports are delighted to be teaming up with the great team at Newcastle United. As an official partner for the new season, we look forward to BoyleSports betting being available online, on mobile and at the fantastic St. James’ Park. We wish Newcastle United and their wonderful fans the very best of luck for a successful season.”

BoyleSports Looks for Brand Growth

The new marriage between the two entities comes as the new Premier League soccer season kicked off last Friday. BoyleSports, which recently announced that it might be interested in acquiring William Hill assets from Caesars Entertainment, has already started to take advantage of its new partnership and will continue to introduce more activity as the season progresses. Newcastle United played its first season match against West Ham United this past weekend, but lost 4-2.

Adds Newcastle United Head of Commercial Dale Aitchison, Dale Aitchison, “We are very pleased to welcome BoyleSports on board and we look forward to kicking off our partnership as the new season begins. BoyleSports has long had an affinity with football and we are pleased to be working together to offer a first-class betting service for supporters on a matchday at St. James’ Park.”

Murky Sports Betting Waters in the UK

If it were up to some legislators in the UK and Ireland, sports betting wouldn’t be tied to sports organizations, a concept that is only possible on paper. There have been a number of initiatives developed to reduce sportsbook advertising, including limitations on jersey sponsorships, and severely handicap operators’ ability to attract customers. Still, government officials keep trying to introduce more restrictions.

Despite research showing that those with gambling-related problems in the UK only make up around 4-5% of the entire market, lawmakers would have everyone believe everyone who wagers even once is an addict. They have even tried to prevent sports clubs from providing gambling-related material on social media. That, however, hasn’t gone over very well and sports organizations prefer to use common sense with their approach. They continue to occasionally provide betting details, but also increase awareness of solutions available to those who might need to overcome a gambling problem.


Erik brings his unique writing talents and storytelling flare to cover a wide range of gambling topics. He has written for a number of industry-related publications over the years, providing insight into the constantly evolving world of gaming. A huge sports fan, he especially enjoys football and anything related to sports gambling. Erik is particularly interested in seeing how sports gambling and online gaming are transforming the larger gaming ecosystem.

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