BoyleSports has become the new UK & Ireland betting partner of Newcastle United FC, strengthening its brand visibility and marketing to football fans on both sides of the Irish Sea.

The operator, which is active in both the UK and Ireland sports wagering markets, will gain exposure from branded betting terminals installed at the Magpies’ 52,305 St James Park stadium as a result of the two-season deal, and joins Asian firm Fun88 and bet365 as sports betting partners of the Premier League club.

Additionally, BoyleSports will initiate a range of activations, competitions and experiences for Newcastle United fans aged over 18 years old, in addition to launching exclusive promotions and special offers around matchdays.

“As we expand in the UK, BoyleSports are delighted to be teaming up with the great team at Newcastle United,” said Mark Kemp, CEO of BoyleSports.

“As an official partner for the new season, we look forward to BoyleSports betting being available online, on mobile and at the fantastic St. James’ Park. We wish Newcastle United and their wonderful fans the very best of luck for a successful season.”

The agreement between Newcastle United and John Boyle’s sports betting brand, which operates 340 retail outlets across the UK and Ireland, comes as the English top-flight kicked off on Friday 13 August.

Furthermore, the deal builds on the operator’s enhancement of its sports content during the UEFA 2020 European Championship which saw sports broadcaster Natalie Sawyer partner with the company as a brand ambassador.

Dale Aitchison, Head of Commercial at Newcastle United, added: “We are very pleased to welcome BoyleSports on board and we look forward to kicking off our partnership as the new season begins.

“BoyleSports has long had an affinity with football and we are pleased to be working together to offer a first-class betting service for supporters on a matchday at St. James’ Park.”

The deal also closely follows the announcement that Dundalk-based BoyleSports is interested in acquiring William Hill’s retail assets after the successful takeover of the heritage UK bookmaker by Caesars Entertainment for £2.9 billion.