BoyleSports rebrands ahead of UK push
Irish bookmaker launches new mobile, tablet and desktop websites as Boylesports becomes BoyleSports
BoyleSports has revealed a new brand identity and a raft of new products to kick-start a marketing campaign which will see the Irish bookmaker target the UK market through a series of TV adverts in 2015.
As well as a redesigned logo, which now capitalises the first ‘s’ in BoyleSports, the operator has released new mobile and tablet versions of its website, with an updated desktop version due for release later today.
The rebrand, which was unveiled by BoyleSports’ owner John Boyle (pictured) and jockey Barry Geraghty at an event in Dublin yesterday, will be backed by a multi-channel marketing campaign, starting in Ireland this weekend ahead of a planned UK push next year.
The operator has called upon Dublin-based media company RTÃ AdLab to devise a series of television adverts while a social media campaign has been launched alongside the tagline #BetOnBoyle.
Speaking to eGaming Review, BoyleSports commercial director Brendan Hughes said the operator’s UK campaign would focus on its mobile proposition and lead into next season’s Premier League football season and the 2015 Rugby Union World Cup.
“Almost 50% of our online business comes from the UK market while mobile has increased significantly of late, so we will adopt a mobile-focused strategy in the UK market,” Hughes said.
According to Hughes, the rebrand was about the positioning the operator as a bookmaker for bettors that are “serious and well informed about sports” rather than any aesthetical changes.
“We have re-launched the brand and, while it’s still BoyleSports, we have sharpened the image and redesigned the logo but it’s mainly about getting the branding out there,” Hughes said.
“A lot of people ask what BoyleSports is all about and the message is that if you are someone who is serious and well informed about sports then BoyleSports is a bookmaker you can bet on,” he added.
News of the rebrand comes shortly after the operator announced it was to open an online operational hub in Gibraltar and Hughes said the company was still talking to employees at its Dundalk and London offices about the possibility of relocating to the Rock.
The operator is expected to open a 20-strong office in Gibraltar’s Ocean Village and is currently on the look-out for a new chief marketing officer after London-based James Arnold decided against a move.
The relocation has seen the company place its London office under review, little more than a year after first opening the marketing-focused base.