Boyle Sports in Coventry City Shirt Deal
by Glenn Baird - August 21, 2020
Boyle Sports, Ireland’s number 1 betting shop, has announced that they will be the premier shirt sponsor for Coventry City FC for the 2020/21 season.
At the start of the year Boyle Sports set out to make headway into the UK market. Their plan was to set up a base in the Midlands and to expand out from there. After penning a shirt deal with Birmingham FC it is no surprise to see the sportsbook seal another deal with big club from the midlands.
Coventry City FC are a newly promoted team in this year’s Championship in England. After finishing first to emerge comfortably from League One last season, the Sky Blues will be hoping they can keep their heads above water and establish themselves in league that is notoriously competitive.
The 2016/17 season saw Coventry City FC finish second from bottom in League 1 and consequently slip down into League 2, the 4th division of English football, for the first time since the 1950s. At the time the future looked bleak for a club that was once a stalwart of England’s top flight.
4 years later and those miserable days have been put firmly behind the Midlands club who will be relishing the opportunity to try and get back to the pinnacle of English football.
This is a club moving in the right direction and as such makes perfect sense for Boyle Sports to climb on board for the ride.
This will be Coventry’s largest sponsorship deal since the 2011/12 season, which was unsurprisingly the last time the club were playing in the Championship.
Again, questions will be raised about the role of gambling companies in football, but something that is clear to see is that smaller clubs in the Championship and at the bottom half of the Premier League will struggle to find more lucrative deals if they were made to look elsewhere.
Boyle Sports CEO Conor Gray, said: “Having chosen the Midlands to be the base for our expansion into Britain, we are proud to cement our commitment to both Coventry and to the wider Midlands area with this deal.
“We see exciting times ahead for BoyleSports in the Midlands and with their recent promotion to the Championship, we wish Coventry City all the very best in their upcoming season.”
Coventry City CEO Dave Boddy added: “BoyleSports have already shown great enthusiasm about their new sponsorship and supporting the Sky Blues, and we look forward to working with them.”
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