BoyleSports has introduced its latest brand initiative, titled «Back Yourself,» aimed at capturing the essence of being «a confident sports bettor» as the company embarks on its £100 million relaunch in the UK.
The highlight of the Irish gambling firm’s campaign is a cinematic brand film that immerses viewers into the cognitive journey of a bettor, showcasing discussions, expert insights, data evaluation, and the excitement of live commentary, ultimately leading to a decisive moment filled with confidence.
«This campaign brings our new positioning, Back Yourself, to life in a striking, cinematic manner that reflects the confidence at the core of our brand,» stated Aimée Prendergast, Marketing Director at BoyleSports.
The film was created by Forsman & Bodenfors Dublin, produced by Stink Films, and directed by Ben Nakamura Whitehouse. Filming took place at one of Belgrade’s expansive sound stages, featuring a full-size train set alongside vast LED backdrops designed by GABHA Studios from Dublin.
In addition to the film, BoyleSports launched a targeted photography campaign to visualize the «train of thought» concept in print and outdoor advertisements, ensuring consistent branding across various platforms.
BoyleSports revitalizes brand identity, continues retail expansion
This launch enhances the company’s updated brand image, featuring a contemporary logo, refreshed color scheme, and refined typography. The bookmaker seeks to increase brand awareness through broadcasting, sponsorship deals, retail channels, and digital media.
«This is fundamental to our UK relaunch, and we’re eager for fans to discover a new aspect of BoyleSports across television, outdoor advertising, and online,» Prendergast remarked.
As part of its UK resurgence, BoyleSports plans to unveil over 200 new retail locations, implement technological improvements, and generate approximately 1,000 job opportunities.
The rebranding follows BoyleSports’ recent collaborations with West Ham United and TNT Sports for Premier League coverage, reinforcing its competitive foothold in the UK betting sector.
Founded in 1982, BoyleSports has become the largest independent bookmaker in Ireland, offering a comprehensive range that includes sports and esports betting, as well as online casino games, poker, bingo, and lottery services.
The esports segment of the platform features popular games such as CS2, VALORANT, League of Legends, and Fortnite.
