BoyleSports Align with London Lions After £100m UK Investment Push

BoyleSports will be looking to make a splash in basketball after being unveiled as London Lions’ new front-of-shirt sponsor this week. The partnership represents a landmark moment as BoyleSports recently revealed it intends to expand its footprint across the UK.

Yes, BoyleSports has outlined that it intends to invest £100 million into the UK market over the next three years to achieve its overriding goal of becoming the leading omni-channel brand. And the Lions’ credentials certainly appeal to BoyleSports.

As one of the country’s most ambitious and decorated basketball organisations, the Lions have designs on making London a global basketball powerhouse. This deal, it is thought, will shape opinions of basketball in the UK and beyond.

Entering a new era

For BoyleSports and the Lions, this represents a bold new era with both organisations going through a rebrand. The figure for the sponsorship deal was undisclosed; however, the pair will participate in a range of exciting fan engagement initiatives to raise brand awareness.

The BoyleSports logo will not only feature on the front of the Lions team jerseys, but it will also be visible at all home games in Super League Basketball and the BKT Euro Cup. The BoyleSports-branded shirts were also donned for the first time during the Lions’ BKT EuroCup clash with Dolomiti Energia Trento.

Interestingly, the Lions’ home court, the Copper Box Arena, is just a stone’s throw away from BoyleSports’ other UK major partner, West Ham United, who play their games at the London Stadium. By expanding its footprint in Stratford, this arguably shows a statement of intent on BoyleSports’ part.

Creating memorable experiences

The partnership between BoyleSports and the Lions has been thrashed out to create memorable experiences for the fans, and build on the heritage of both organisations. This was something pointed out by Vlad Kalatenieks, BoyleSports’ CEO.

In a statement, he said: “This is a hugely exciting new frontier for BoyleSports and our new investment in the UK. London Lions are a perfect partner for us, with both brands operating at the crossover of sport and culture. We look forward to many successful nights under the lights of the Copper Box Arena.”

These comments were also echoed by Justinas Liaudinskas, Lions’ Chief Commercial and Revenue Officer, who was keen to stress the impact of the deal.

He said: “Both the Lions and BoyleSports share a mutual ambition to establish a real presence in London. We’re excited to grow together and create memorable moments for our fans on and off the court.”

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Busy times for BoyleSports

Although the betting landscape remains uncertain for UK operators, given the proposed hike in gambling taxes, that hasn’t stymied BoyleSports’ plans. No, the Lions partnership reflects one of a handful of significant deals that BoyleSports has struck.

Over the summer, BoyleSports has been very busy. It announced it had extended its partnership with Galway Races to sponsor the meet for an additional three years. An agreement was also clinched with TNT Sports for the 2025/26 Premier League season, where BoyleSports’ branding would feature across all non-whistle-to-whistle coverage of 52 live matches and highlights packages aired after 9pm.

Despite the shake-up that is in the pipeline for the gambling industry, BoyleSports are ready to strike while the iron is hot, and the Lions represent another stepping stone to success.