The major Irish bookmaker, BoyleSports, has officially relaunched its online casino and sportsbook in the UK and Ireland, supported by a major new brand platform and campaign titled “Back Yourself.”
The initiative is part of a broader £100 million (US$135 million) investment into its UK operations, aimed at capturing the mindset of a confident sports bettor and significantly growing its market share.
The “Back Yourself” campaign is spearheaded by a cinematic brand film that takes viewers on a journey inside the mind of a sports fan as they consider their betting options.
The creative concept is set within a train carriage, which represents the inner workings of a bettor’s thought process, visually bringing the new brand positioning to life in a bold and engaging way.
The campaign is designed to resonate with customers who approach betting with confidence and a clear strategy.
Aimée Prendergast, Marketing Director at BoyleSports, commented on the new brand identity.
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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.
The relaunched online casino for the UK and Ireland features hundreds of games, including a vast collection of classic and progressive jackpot slots, popular table games like roulette and blackjack, and an interactive live casino.
New customers are being welcomed with a bonus offer to celebrate the relaunch. Players can access the sportsbook directly through the BoyleSports website or via the dedicated mobile app, which the company states provides a more immersive gaming experience.
This major brand refresh and significant financial investment underscore BoyleSports’ ambition to become a leading operator in the highly competitive UK market.
