BOYLE Sports, popularly known as BoyleSports, is set to expand its presence in Northern Irish football after signing a new three-year sponsorship deal with the Northern Ireland Football League (NIFL). The agreement, described as the biggest commercial deal in the league’s history, will cover the Premiership, Championship and Women’s Premiership competitions.
The agreement covers the Premiership, Championship and Women’s Premiership competitions and represents a significant step up from BOYLE Sports’ previous role as NIFL’s Official Betting Partner, a position it assumed in December 2025.
According to league officials, the sponsorship is valued at more than £1 million ($1.37 million), making it the first commercial partnership in NIFL history to surpass the seven-figure mark.
Commenting on the agreement, BOYLE Sports CEO Vlad Kaltenieks said football in Northern Ireland is experiencing strong momentum and that the company was pleased to deepen its relationship with the league.
Vlad stated, “Football in Northern Ireland has real momentum and we’re proud to deepen our partnership with the Northern Ireland Football League at such an important time for the League.” NIFL officials echoed that optimism, describing the deal as a big commercial milestone that shows the growing strength and appeal of the league.
The deal comes after a record-breaking season for NIFL, which reported its strongest-ever commercial performance and generated more than 100 million digital views across its platforms.
Greater visibility across Northern Irish football
Under the new arrangement, BOYLE Sports will become the title partner of the Premiership, Championship and Women’s Premiership, while continuing its existing sponsorship of the Women’s Cup.
The partnership will significantly increase the bookmaker’s visibility across Northern Irish football. BOYLE Sports branding will feature on club kits, scoreboards, matchday assets, broadcast highlights and league-owned digital content. The company will also be integrated into Player of the Match activations and other fan engagement initiatives throughout the season.
The agreement further strengthens BOYLE Sports’ presence in Northern Ireland, where it has continued to expand both its retail footprint and sponsorship activity. The bookmaker is widely regarded as one of Ireland’s largest independent betting operators and has steadily increased its profile across the UK market in recent years.
Responsible gambling a priority
Alongside the commercial aspects of the partnership, BOYLE Sports and NIFL will also launch a responsible gambling awareness programme across league clubs. The initiative will use both matchday and digital platforms to promote safer gambling information and encourage responsible betting practices among supporters.
For NIFL, the agreement represents another sign of the growing commercial appeal of domestic football in Northern Ireland. League officials have increasingly focused on expanding audiences through digital content, broadcast exposure and fan engagement, helping attract larger sponsors and investment into the game.
The timing is notable as both the men’s and women’s competitions continue to gain visibility. The Women’s Premiership has attracted growing attention in recent seasons, while the men’s leagues have continued to build larger audiences both locally and online.
With record audience figures already achieved and fresh investment secured, both organisations will be hoping the partnership helps sustain the momentum Northern Irish football has built in recent years. The agreement will run for the next three seasons and covers both the men’s and women’s game across the NIFL structure.
All roads lead to the mother of all conferences in Rome from 02 to 05 November 2026. SiGMA World takes over Fiera Roma, bringing together 30,000 delegates, 1,000+ exhibitors, and 550+ expert speakers. This is where the right room can change your roadmap.
