BoyleSports Launches £100m ‘Back Yourself’ Campaign to Power UK Relaunch

BoyleSports has unveiled Back Yourself, a new brand campaign that marks the centrepiece of its £100m-plus investment strategy in the UK market.

At the heart of the campaign is a cinematic film exploring the decision-making journey of a sports bettor. Set on a stylised train ride, the production symbolises the flow of thoughts and data influencing betting choices.

Developed in partnership with Forsman & Bodenfors Dublin, Stink Films and director Ben Nakamura Whitehouse, the shoot was staged on one of Belgrade’s largest soundstages. The set featured a custom-built train carriage enhanced by LED screens, with AI-generated dreamscapes provided by Dublin-based GABHA Studios. The result is a hybrid live-action and AI-driven environment designed to bring the “train of thought” concept to life.

The campaign builds on BoyleSports’ recent UK activity, including sponsorships with West Ham United and TNT Sports’ Premier League coverage. Alongside the main film, a series of print and out-of-home assets extend the theme across multiple media formats.

The launch also coincides with a refreshed BoyleSports brand identity, including a new logo, colour palette and typography, intended to unify its presence across digital, retail, sponsorship and broadcast channels.

Aimée Prendergast, Marketing Director at BoyleSports, commented:

“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. It’s the cornerstone of our UK relaunch and we’re excited for fans to see a new side of BoyleSports across TV, OOH and digital.”

With its new creative platform, BoyleSports is positioning itself for stronger visibility and recognition in one of the most competitive sports betting and iGaming markets in the world.

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