BoyleSports Becomes London Lions Front-of-Shirt Sponsor
BoyleSports has signed a partnership with the London Lions to become the team’s new front-of-shirt sponsor. The agreement expands the operator’s presence in the UK sports market and highlights its growing investment in British sport.
BoyleSports expands presence in UK sports
The new partnership will make BoyleSports a visible presence at the Lions’ home venue, the Copper Box Arena in Stratford, London. Fans will see the branded jerseys for the first time during the Lions’ EuroCup clash against Dolomiti Energia Trento. The design will also feature throughout the Super League season, strengthening BoyleSports’ connection with basketball audiences.
Vlad Kaltenieks, BoyleSports CEO, said:
“This is a hugely exciting new frontier for BoyleSports and our new investment in the UK market. 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.”
Partnership strengthens London’s sporting links
London Lions Chief Commercial and Revenue Officer Justinas Liaudinskas emphasized the shared ambitions behind the collaboration. He noted that the deal marks a new stage of growth for both organizations and aims to engage fans more closely with the team.
Justinas Liaudinskas, London Lions Chief Commercial and Revenue Officer, said:
“We’re extremely proud to welcome BoyleSports as our new front-of-jersey partner.
Both the Lions and BoyleSports share mutual ambition to establish real presence in London.
We’re excited to grow together and create memorable moments for our fans on and off the court.”
The sponsorship aligns with BoyleSports’ wider UK strategy, which includes a £100 million investment and other major partnerships. Earlier this year, the operator signed a front-of-shirt deal with West Ham United, another Stratford-based team. The company also sponsors TNT Sports’ coverage of the 2025–26 Premier League season, reinforcing its commitment to UK sports engagement.