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BoyleSports
Company typePrivate company
IndustryGambling
Founded1982
FounderJohn Boyle
HeadquartersDundalk, Ireland
Key people
Vlad Kaltenieks (CEO)
John Boyle (Chairman)
ProductsSports betting, online casino, online poker, online bingo
Number of employees
2,500
Websitewww.boylesports.com

BoyleSports is an Irish gambling company founded in 1982. Its product offering includes sports betting, online casino, online poker, and online bingo. Business operations are led from its headquarters in Dundalk, along with a satellite office in Gibraltar. As of 2023, it has over 320 retail branches throughout Ireland[1] and the UK.[2][3]

History

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BoyleSports was created by John Boyle[4] in 1982, when he opened his first betting shop in Markethill, County Armagh, Northern Ireland. In 1989, five locations were opened in Drogheda, and in 2002, 14 new shops were opened.

The organization had 77 shops by August 2004,[5] and opened its 100th store two years later, in 2006.[6] In February 2011, BoyleSports took over 17 new shops from Celtic Bookmakers. Later that year, the company consolidated of 15 William Hill shops.[7]

In July 2017, Conor Gray became CEO after founder John Boyle assumed the role of Executive Chairman.[8]

Boyle Sports branch in Pontefract, West Yorkshire.

In September 2018, BoyleSports opened their 250th shop in Kilcullen, County Kildare, and announced plans to further expand its retail and online businesses.[9] In June 2019, BoyleSports announced they had entered the UK retail market with the acquisition of independent bookmaker Wilf Gilbert, who ran 13 betting shops in the Midlands for an undisclosed sum.[10] In January 2020, BoyleSports expanded its operation in Northern Ireland by acquiring 33 William Hill shops, making the company Ireland's biggest retail bookmaker.[11]

In November 2021, BoyleSports announced an acquisition deal with bookmakers, Tully. The deal includes the acquisition of Tully’s telephone betting business in addition to acquiring ten retail venues. This deal aided in maintaining BoyleSports positions as the largest independent betting operator in Ireland with 268 retail betting shops throughout Ireland.[12]

In 2021, Mark Kemp, managing director of the UK Tote Group, was announced as the new CEO of BoyleSports following a company restructure.[13] Former CEO Conor Gray's role was changed to commercial director.[citation needed] In February 2022, it was announced that Kemp would be leaving the company at the end of July 2022.[14]

Sponsorship

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Horse Racing

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Since 2010, BoyleSports Champion Chase Day has run at the Punchestown Festival each year. Prize money for the feature race, the Grade 1 BoyleSports Champion Chase, increased from €140,000 to €300,000 between 2010 and 2019. Previous winners include Big Zeb, Sizing Europe, Sprinter Sacre and Un De Sceaux.[citation needed]

In 2014, BoyleSports became the headline sponsor of the Irish Grand National, which runs at Fairyhouse Racecourse each Easter Monday. In August 2016 it was announced that the prize money would be increased to €500,000.[15] In January 2020, BoyleSports announced that they had pledged €2,000,000 in prize money to extend their sponsorship of the Irish Grand National for a further four years.[16]

In October 2014, BoyleSports and Irish national broadcaster RTE announced that BoyleSports would become the sponsor of the RTE Racing programmes across TV, radio and online in a deal worth €1,000,000.[17] In 2017 an extension of their partnership was announced.[18]

Football

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In June 2019, BoyleSports announced they had signed a two-season deal to become the main sponsor of EFL Championship side Birmingham City.[19] The club stated that this was their biggest sponsorship deal in over a decade. The announcement was made at the official unveiling of the club's home kit at the Birmingham Back to Backs tourist attraction in Birmingham City Centre in a Peaky Blinders-styled launch event.[20] In April 2021, BoyleSports announced they had extended their sponsorship deal for two more seasons with Birmingham City until 2023.

In 2020, BoyleSports became English Premier League side Wolverhampton Wanderers Molineux betting partner for the 2020/21 season.[21] BoyleSports extended their partnership with Wolves for the 2021/22 season.[22]

In August 2020, BoyleSports became the main sponsor of Coventry City.[23] In 2021, Coventry City announced they had agreed to a two-year extension with BoyleSports.[24]

In August 2021, BoyleSports was announced as UK and Ireland Betting Partner of English Premier League side Newcastle United.[25]

Gaelic Football

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In 2003, Boylesports agreed to a 3-year sponsorship of the senior Louth GAA team, starting in 2004. A six-figure sum, it was a lucrative and controversial deal for the time.[26] The Boylesports HQ being located in Dundalk, Co. Louth aided this. This sponsorship lasted until its expiry at the end of 2007.

Darts

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In July 2019, BoyleSports announced they had agreed a deal with the Professional Darts Corporation to sponsor the BoyleSports World Grand Prix in the Citywest Convention Centre, running from 2019 to 2021.[27] Speaking at the launch, Michael van Gerwen stated, "This tournament has something special. The people love it and they come out to support". The tournament is broadcast live on Sky Sports for seven nights each year. In 2020, BoyleSports were announced as the title sponsor of the 2020 Grand Slam of Darts, extending their sponsorship of PDC tournaments.[28]

Greyhounds

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BoyleSports became the headline sponsor in 2014 for the Irish Greyhound Derby held in Shelbourne Park every September. In 2017, an announcement was made detailing the increase in prize money from €240,000 to €300,000 for the 2018 Derby.[29] In 2021, BoyleSports announced a new three-year extension of their sponsorship of the Irish Greyhound Derby.[30]

Other

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In April 2022, Boyle sports announced its deal with online audio and video betting media company Spotlight Sports Group (SSG), to become official title sponsor of SSG’s golf show.[31]

Brand ambassadors

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Former Republic of Ireland international footballer, Kevin Kilbane, joined BoyleSports as Football Brand Ambassador in 2016. The Match Of The Day and Virgin Media Sport pundit offers insight into upcoming football events for BoyleSports customers in shops and online.[32]

Also in 2016, Cheltenham Gold Cup, Aintree Grand National and BoyleSports Irish Grand National winning jockey, Robbie "Puppy" Power joined BoyleSports as Horse Racing Ambassador.[33] [34] Previous brand ambassadors have included Stan Collymore,[35] Joseph O'Brien[36] and Gordon Elliott.[37]

In 2021, former England and Liverpool captain Steven Gerrard[38] and sports broadcaster Natalie Sawyer joined BoyleSports as brand ambassadors ahead of the 2020 UEFA European Championship.[39]

In 2024, County Carlow based horse trainer, John “Shark” Hanlon joined BoyleSports as “Official Stable Partners”, also launching the #TeamHewick initiative.

Controversies

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In June 2012, it was reported that employees of BoyleSports were made to attend training-courses held by Georgina Dolan, an associate of Tony Quinn. The courses used the Educo Model. John Boyle, who had attended an Educo Seminar, said "I believe totally in myself and my business. I am not part of anything other than being John Boyle, the best that John Boyle can be. What I want to do is train people to be the best they can".[40][41][42]

In January 2013 Boylesports retained the services of Tom McCarthy, formerly Chief Executive of the Irish Management Institute, to review the corporate training. Boylesports issued a statement including "Mindfulness training served a purpose for the company at a particular time and it is not something that will be offered in future."[43]

In May 2013 Dialogue Ireland claimed an article about the controversy was their most viewed article with 24,500+ views.[44]

References

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  1. ^ "BoyleSports opens its 250th shop". RTE.ie. 12 September 2018. Retrieved 27 September 2018.
  2. ^ "BoyleSports enter UK betting shop market with Wilf Gilbert deal". Racing Post. Retrieved 1 June 2019.
  3. ^ "FairPlay | About Us". fairplayclub.in. Retrieved 24 April 2022.
  4. ^ "John Boyle - Independent.ie". Independent.ie. Retrieved 27 September 2018.
  5. ^ Webb, Nick. "They don't tell you this in college". The Irish Independent. 29 August 2004. Accessed 2 September 2011.
  6. ^ "Shop No 100 for top Irish bookie". The Irish Independent. 11 August 2006. Accessed 2 September 2011.
  7. ^ "Bookies' staff jobs safe, as Boylesports takes over Hill - Independent.ie". Independent.ie. Retrieved 27 September 2018.
  8. ^ "BoyleSports appoints Conor Gray as new chief executive". RTE.ie. 24 July 2017. Retrieved 27 September 2018.
  9. ^ "BoyleSports opens its 250th shop". RTE.ie. 24 July 2017. Retrieved 27 September 2018.
  10. ^ "BoyleSports enter UK betting shop market with Wilf Gilbert deal". Racing Post. Retrieved 1 June 2019.
  11. ^ "Boylesports buys 33 William Hill shops in North". RacingPost.com. Retrieved 12 January 2020.
  12. ^ "BoyleSports strengthens retail presence with acquisition of last 10 Tully Bookmakers". SBC News. 24 November 2021. Retrieved 10 May 2022.
  13. ^ "BoyleSports selects Kemp as new CEO". iGaming Business. 6 April 2021. Archived from the original on 7 April 2021. Retrieved 3 June 2021.
  14. ^ "BoyleSports chief executive Mark Kemp to leave after less than a year in the job". Racing Post. 27 February 2018. Retrieved 14 March 2022.
  15. ^ "Irish Grand National prize money increase to bolster race's prestige". The Irish Times. Retrieved 27 September 2018.
  16. ^ "BoyleSports Pledge €2m Prize Money In New Irish Grand National Deal". BoyleSports. Retrieved 27 January 2020.
  17. ^ "BoyleSports signs two year €1m sponsorship deal with RTE - Independent.ie". Independent.ie. Retrieved 27 September 2018.
  18. ^ "RTÉ Sport and BoyleSports announce new sponsorship". RTE.ie. 16 January 2017. Retrieved 27 September 2018.
  19. ^ "Birmingham City unveil Boyle Sports as new jersey sponsor as they launch 2019/20 kit". RTE.ie. 4 June 2019. Retrieved 27 September 2018.
  20. ^ "Birmingham City unveil Boyle Sports as new jersey sponsor as they launch 2019/20 kit". RTE.ie. 4 June 2019. Archived from the original on 14 December 2021. Retrieved 27 September 2018.
  21. ^ "Wolves link up with BoyleSports". Wolves. 1 December 2020. Archived from the original on 1 December 2020. Retrieved 9 July 2021.
  22. ^ "Wolves extend partnership with BoyleSports". Wolves. 26 August 2021. Archived from the original on 26 August 2021. Retrieved 3 September 2021.
  23. ^ "BoyleSports becomes new shirt sponsor of Coventry City". cffc.co.uk. 20 August 2020. Retrieved 28 August 2020.
  24. ^ "Coventry City handed 'vital' cash boost ahead of next season". CoventryLive. 4 May 2021. Archived from the original on 5 May 2021. Retrieved 3 June 2021.
  25. ^ "BoyleSports named UK and Ireland betting partner". NUFC. 14 August 2021. Archived from the original on 14 August 2021. Retrieved 3 September 2021.
  26. ^ "Colm Keys: Bookies back Louth in sponsorship deal". independent.ie. 26 November 2003. Retrieved 30 April 2024.
  27. ^ "BoyleSports To Sponsor World Grand Prix of Darts for Next Three Years". RTE.ie. 1 July 2019. Retrieved 27 September 2018.
  28. ^ "BoyleSports to sponsor 2020 Grand Slam of Darts". PDC. 17 September 2020. Archived from the original on 30 October 2020. Retrieved 23 July 2021.
  29. ^ "Prize Money Increases to €300,000 for 2018 BoyleSports Irish Greyhound Derby". betting.boylesports.com. 16 July 2018. Retrieved 27 September 2018.
  30. ^ "BoyleSports extend sponsorship of Irish Greyhound Derby in €1m deal". Clare Echo. 2 June 2021. Archived from the original on 2 June 2021. Retrieved 3 June 2021.
  31. ^ "BoyleSports sponsors golf content from Spotlight Sports Group". Gambling Insider. 22 April 2022. Retrieved 25 April 2022.
  32. ^ "Kevin Kilbane Betting News - BoyleSports Betting". BoyleSports Betting. Retrieved 27 September 2018.
  33. ^ "BoyleSports ambassador Robbie Power gives his thoughts on Cheltenham". The Irish Field. 12 February 2020. Archived from the original on 7 August 2020. Retrieved 3 June 2021.
  34. ^ John, Peter. "BoyleSports Summer Festival". Retrieved 9 November 2022.
  35. ^ "Stan Collymore Launches Broadcast Platform". BoyleSports. 4 November 2016. Archived from the original on 3 June 2021. Retrieved 3 June 2021.
  36. ^ "BoyleSports Sign Joseph O'Brien As Horse Racing Ambassador". BoyleSports. 27 October 2016. Archived from the original on 3 November 2016. Retrieved 3 June 2021.
  37. ^ "BoyleSports Sign Gordon Elliott As Horse Racing Ambassador". BoyleSports. 14 October 2015. Archived from the original on 20 October 2015. Retrieved 3 June 2021.
  38. ^ "BoyleSports Sign Up Steven Gerrard As Euro 2020 Ambassador". BoyleSports. 31 May 2021. Archived from the original on 4 June 2021. Retrieved 15 June 2021.
  39. ^ "BoyleSports Recruits Natalie Sawyer as Media Lead for Euro 2020". SBCNews. 7 June 2021. Archived from the original on 8 June 2021. Retrieved 8 June 2021.
  40. ^ Aine Coffey (24 June 2012). "Boylesports in row over 'Cult' training course". Sunday Times. p. 8.
  41. ^ Kim Bielenberg (7 July 2012). "Tony Quinn: his young lover Eve, his massive fortune and the prayers for cash". Independent.ie. Retrieved 11 April 2017.
  42. ^ Gavin McLoughlin (4 June 2017). "Bookie Boyle heads down home straight". Irish Independent. Retrieved 6 April 2022.
  43. ^ Aine Coffey (20 January 2013). "Boyle to keep guru out of mind". The Sunday Times. Retrieved 6 April 2022.
  44. ^ "Dialogue Ireland blog crosses 1 Million views". Dialogue Ireland. 13 May 2013. Retrieved 27 March 2022.

Further reading

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