BoyleSports Unveiled as London Lions’ New Shirt Sponsor
Last update: 16 October, 2025
The deal marks another significant step in the company’s £100m+ strategic investment into the British market.
Under the agreement, the BoyleSports logo will feature prominently on the London Lions’ jerseys throughout all Super League Basketball and BTK EuroCup home fixtures. Beyond shirt branding, the collaboration will also include a series of joint marketing and fan engagement initiatives designed to strengthen both brands’ presence in the UK sports landscape.
This partnership underlines BoyleSports’ growing commitment to the UK, where it continues to expand its retail and digital footprint. The company’s recently announced £100m+ ($134.4m) investment will support market development, product innovation, and promotional activity across the region.
Commenting on the announcement, Vlad Kaltenieks, CEO of BoyleSports, said:
“This is a hugely exciting new frontier for BoyleSports and our new investment in the UK market. The London Lions are a perfect partner for us, with both brands operating at the crossover of sport and culture. We look forward to many successful nights under the lights of the Copper Box Arena.”
Adding to this, Justinas Liaudinskas, Chief Commercial and Revenue Officer at the London Lions, highlighted the mutual ambition driving the partnership:
“We’re extremely proud to welcome BoyleSports as our new front-of-jersey partner. Both the Lions and BoyleSports share the goal of establishing a real presence in London. We’re excited to grow together and create memorable moments for our fans on and off the court.”
The agreement continues a busy and productive year for BoyleSports. Last month, the company re-launched its online casino platform in both the UK and Ireland, offering enhanced functionality and a modernized design. In July, it extended its long-term partnership with Galway Races, committing to sponsor the iconic horse racing festival for an additional three years.
Elsewhere, BoyleSports announced that it will also sponsor Premier League coverage on TNT Sports during the 2025/26 season. More recently, the operator introduced a redesigned lottery platform, further diversifying its entertainment offering as it continues to strengthen its position across multiple markets.