BoyleSports has launched its new brand platform, “Back Yourself,” a campaign designed to embody the mindset of “a confident sports bettor” as the operator continues its £100m UK relaunch.
The centrepiece of the Irish gambling company’s campaign is a cinematic brand film that places viewers inside the “train of thought” of a bettor, taking them through tactical debates, punditry, data analysis, and the buzz of live commentary before culminating in a moment of confident decision-making.
“This campaign brings our new positioning Back Yourself to life in a bold, cinematic way that reflects the confidence at the heart of our brand,” Aimée Prendergast, Marketing Director at BoyleSports, said.
The film was developed by Forsman & Bodenfors Dublin, produced by Stink Films, and directed by Ben Nakamura Whitehouse. Shot on one of Belgrade’s largest sound stages, it featured a full-size train set backed by expansive LED landscapes crafted by Dublin-based GABHA Studios.
Alongside the film, BoyleSports commissioned a dedicated photography campaign to translate the “train of thought” idea into print and outdoor creative assets, ensuring brand consistency across multiple platforms.
BoyleSports reinvigorates brand identity, sustains retail push
The launch builds on the company’s refreshed brand identity, which includes a modernized logo, updated colour palette, and streamlined typography. The bookmaker aims to bolster recognition across broadcast, sponsorship, retail, and digital channels.
“It’s the cornerstone of our UK relaunch and we’re excited for fans to see a new side of BoyleSports across TV, OOH, and digital,” Prendergast said.
As part of its UK comeback, BoyleSports is opening more than 200 new retail outlets, introducing technology upgrades, and creating around 1,000 jobs.
The rebrand follows BoyleSports’ recent partnerships with West Ham United and TNT Sports’ Premier League coverage, further cementing its presence in the competitive UK betting market.
Established in 1982, BoyleSports has grown into Ireland’s largest and most successful independent bookmaker, offering a wide-ranging portfolio that spans sports and esports betting, online casino games, poker, bingo, and lottery.
The platform’s esports vertical includes popular titles like CS2, VALORANT, League of Legends, and Fortnite.
