Spotlight Sports Group (SSG) and BoyleSports have announced a new partnership, which will see the Irish operator act as title sponsor of the content and media company’s weekly golf programme. 

BoyleSports sponsorship of The Sweet Spot will see its branding featured on each weekly show, which features ‘golf gurus’ discussing betting options and markets on the sport, covering tournaments such as the PGA Tour and DP World Tour.

The programme is streamed via the Racing Post’s YouTube Channel whilst clips are also distributed across social media channels, with BoyleSports seeking to target a ‘qualified and engaged sports betting audience’ via the exposure.

Leon Blanche, Head of Communications at BoyleSports, said: “We are revolutionising in-play golf betting as customers can now bet on and follow every single hole, player and shot, and with thousands of new markets available we believe that the future of in-play golf betting is with BoyleSports. 

“We are thrilled therefore to be teaming up with Spotlight Sports Group and cannot wait to engage with the expertise consistently broadcast on The Sweet Spot.”

BoyleSports has been moving to strengthen its marketing activities in popular sports over the past year, having reached an agreement with the Professional Darts Corporation (PDC) in December to sponsor the World Grand Prix for three years. 

Launched in 2019, SSG asserts that The Sweet Spot has grown a ‘loyal following’ which has been developed due to the feature ‘regularly producing winnings selections at key events’, with Bruce Millington and Steve Palmer set to react to the live final day drama at all four majors as well as the Irish Open and British Masters.  

SSG Chief Commercial Officer Sam Houlding, remarked: “Our video content continues to drive engagement and The Sweet Spot is one of our most popular weekly shows. The show delivers entertaining viewing with input from our in-house talent and for BoyleSports offers a share of voice provided by cross-channel branded merchandising across our network.

“Our broad range of talent and production quality means Spotlight Sports Group is the perfect solution to create engaging written and video content across a range of sports. We’re excited for this partnership to grow our golf reach and engage BoyleSports’ growing audience in the UK and Ireland.”