BOYLE Sports Recruits David Ginola For Squad Builder Marketing Campaign

BOYLE Sports has recruited former France international David Ginola to front its latest football marketing campaign as the bookmaker looks to increase awareness of its new Squad Builder product.

The former Paris Saint-Germain, Newcastle United and Tottenham Hotspur player stars in an advert inspired by Oscar-winning film The Big Short, speaking directly to the camera to explain how Squad Builder works.

BOYLE Sports introduced the product ahead of the 2026/27 football season, allowing customers to combine the performances of multiple players into a single bet.

The new campaign launched on 23 September and will run across television, video-on-demand, digital, social media and BOYLE Sports’ customer-facing channels.

Ginola Fronts Squad Builder Campaign

Squad Builder allows customers to select between two and five footballers from major leagues before choosing from seven statistical targets.

The performances of the selected players are then combined towards an overall squad total, providing an alternative to traditional individual player-prop markets.

BOYLE Sports said its campaign with Ginola was designed around “cinematic storytelling, humour and Ginola’s unmistakable personality”, with both 60-second and 30-second versions produced.

Gill Blake-Swift, Director of Brand at BOYLE Sports, said:

“We wanted to create something that people would genuinely enjoy watching; a piece of entertainment first, not simply another betting advert. We saw Squad Builder as an opportunity to push the creative further, with more confidence, personality and cultural relevance.

“David has the charisma to make the idea work immediately and the inspiration behind the film gives us a brilliant way of explaining a new product without making it feel like a demo.”

Blake-Swift added that the campaign reflects the creative direction BOYLE Sports wants to pursue while remaining connected to its “Back Yourself” brand positioning.

BOYLE Sports Continues Football Marketing Push

The Ginola campaign follows a series of investments by BOYLE Sports in football during 2026.

The bookmaker extended its front-of-shirt sponsorship agreement with West Ham United earlier this year and became official betting partner of Nottingham Forest and Leeds United

In August, BOYLE Sports was also the headline sponsor of the friendly between Manchester United and Leeds United at Croke Park, which was branded as the BOYLE Sports Cup 2026.

Its wider expansion has also continued across retail, with the company opening its 400th betting shop at Galway Racecourse during the summer.

The new campaign arrives shortly after BOYLE Sports faced scrutiny from the UK Advertising Standards Authority. In July, the regulator ruled that a separate free-bets promotion from the operator was socially irresponsible.

The latest campaign instead centres on promoting the mechanics of Squad Builder through Ginola, as BOYLE Sports continues to use football as a major part of its brand and product marketing strategy.