BoyleSports Ready To Sell Up; Potential Buyers Informed

BoyleSports is open to a takeover and has put itself up for sale, according to reports. Next.io has revealed that all assets, including the digital brand and the 390-strong retail estate across the UK and Ireland, will be incorporated into any acquisition of the mid-sized land-based and online betting brand.

Prospective buyers would get the chance to snap up a major Irish high street operator with the Gambling Regulatory Authority of Ireland (GRAI) currently sifting through licensing applications for the soon-to-be regulated online market. Moreover, it is thought that the company would demand a premium for its assets.

What is driving the decision?

One of the main reasons cited for BoyleSports’ sale lies with the owner. John Boyle, who is 70, is looking to retreat fully from the business, having resigned as CEO in 2017.

On that point, BoyleSports have cycled through several CEOs over the past decade. Previously, Boyle’s son-in-law, Conor Gray was at the helm before he was succeeded by former UK Tote Managing Director Mark Kemp in 2021.

After a short stint, Kemp quit in 2022 when he was headhunted to take over the then newly established DAZN betting brand. BoyleSports found itself rudderless for several months before former William Hill executive Vlad Kaltenieks was brought onto the board in 2023, and he continues to lead today.

More pertinently, Boyle’s retirement plans have been interrupted by incidents where he felt he had to intervene in business matters. However, it is thought that BoyleSports is steadier at the top now.

Scaling up for the next growth stage

It is reported that BoyleSports is in “a better place now”; however, the company insists it needs capital to fuel its growth plans. Last summer, BoyleSports unveiled an exciting UK relaunch, detailing how £100 million would be pumped into the industry over the next three years to achieve its principal aim of becoming the leading omnichannel brand.

As part of its investment plan, BoyleSports teamed up with basketball side London Lions to become their new front-of-shirt sponsor. They also announced themselves as West Ham’s front-of-shirt sponsor, but the Hammers are hunting for a replacement with the Premier League prohibiting clubs from displaying betting brands on the front of their shirts from the start of the 2026/27 campaign.

Interestingly, it has been reported that BoyleSports’ assets have been shopped around since February. Currently, it is unclear whether the hike in gambling taxes, which will see general betting duty paid on online sports rise to 25% in April 2027, will have an impact on BoyleSports’ strategy. BoyleSports remains steadfast in its desire to diversify its operations and extend its reach into other markets.

Buyers scoped out

Currently, there are no firm offers that have been fielded, nor are there any concrete buyers. However, the report suggests that FDJ United, one of Europe’s leading gaming and lottery operators, would be a feasible option given its existing ties to Ireland, and it intends to increase its footprint in the iGaming sphere.

The report also suggests that Betfred has been sounded out as a potential suitor. However, the price and retail assets could be hurdles to a possible deal. Boyle, meanwhile, was quite coy about BoyleSports’ prospects, as he said: “I think if a bullish buyer had turned up, it would have happened, but here we are.”

In the meantime, BoyleSports doesn’t find itself alone with other betting companies feeling the squeeze too. Bally’s, for example, is weighing up a £225m acquisition of William Hill owner Evoke, and the deadline has been extended to June 8 to lodge a bid.