BoyleSports and Football Index seal EFL sponsorship deals ahead of new season

BoyleSports and Football Index have secured front-of-shirt sponsorship deals with two Championship football clubs ahead of the 2020-21 season. BoyleSports will become the principal partner of newly promoted Coventry City, with the deal marking the largest commercial agreement for the Sky Blues since 2011-12. The Irish bookmaker has targeted the Midlands as its key expansion point in the British retail market, with 19 shops now open in the region, including four in Coventry. Conor Gray, BoyleSports CEO, said: “Having chosen the Midlands to be the base for our expansion into Britain, we are proud to cement our commitment to both Coventry and to the wider Midlands area with this deal.” Dave Boddy, Coventry City CEO, added: “This is a significant deal for the football club and will provide much needed and significant revenue. BoyleSports have already shown great enthusiasm about their new sponsorship and supporting the Sky Blues, and we look forward to working with them.” Under the remit of the agreement, BoyleSports branding will not appear on children’s replica shirts in line with responsible gambling frameworks. Boddy added: “In line with EFL guidance, the Club and BoyleSports will work closely to ensure that the promotion of any gambling products is conducted responsibly and in line with all appropriate licensing and regulatory guidelines.” Elsewhere, Football Index has put pen to paper on a one-year deal with West London side Queens Park Rangers to become its front-of-shirt sponsor. The trading platform replaces LeoVegas-owned BetUK as QPR’s main sponsor. Neil Kelly, CEO of Football Index parent company BetIndex, said: “We’re delighted to have Football Index front and centre on the new QPR home and away kits – a club steeped in history with a loyal and proud fanbase. “We’re very excited to see this partnership help to grow awareness of the Football Index brand across an engaged football audience for the 2020-21 season,” he added. Euan Inglis, QPR commercial director, said: “We are absolutely delighted to have Football Index as our new front-of-shirt partner. Football Index’s betting platform is a fantastic product that allows avid football supporters to trade on a commodity that they understand – football.” Also in the Championship, MansionBet has agreed to become the new official betting partner and principal sponsor of Bristol City.