BoyleSports Bets Big on 'Back Yourself' Campaign in £100m UK Relaunch
In a bold move to carve out a stronger foothold in the fiercely competitive UK betting market, Irish bookmaker BoyleSports has unveiled its new brand platform, 'Back Yourself'.
This cinematic campaign forms the centrepiece of the company's ambitious £100million-plus relaunch strategy, aiming to embody the unshakeable confidence of savvy sports bettors.
At the heart of the initiative is a striking brand film that plunges viewers into the whirlwind of a bettor's mind.
Set aboard a stylised train carriage – a metaphor for the 'train of thought' – the production unfolds with a flurry of dramatic scenes.
Film Is Visual Ode To Self-Assurance
Managers huddle in tactical huddles, pundits dissect player injuries, statisticians crunch numbers and commentators deliver breathless match updates.
The chaos crescendos until a pivotal moment of serenity, where the bettor emerges with crystal-clear conviction to place their wager.
It is a visual ode to self-assurance, perfectly aligning with BoyleSports' mantra of empowering punters to trust their instincts.
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Aimee Prendergast, Marketing Director at BoyleSports, enthused: "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 is the cornerstone of our UK relaunch and we’re excited for fans to see a new side of BoyleSports across TV, out-of-home and digital.”
The film, crafted by creative agency Forsman & Bodenfors Dublin in collaboration with production house Stink Films and director Ben Nakamura Whitehouse, was filmed on one of Belgrade's largest soundstages.
A full-scale train set was built, augmented by expansive LED backdrops displaying dreamlike landscapes generated by Dublin's GABHA Studios – a clever blend of live-action and AI innovation that adds a surreal edge to the narrative.
Revamp Aims To Boost Recognition
Complementing the video are fresh photography assets that extend the 'train of thought' theme into print and outdoor advertising, ensuring a cohesive rollout across multiple channels.
This creative push dovetails with BoyleSports' broader brand refresh, featuring a sleek modernised logo, vibrant updated colour palette and crisp typography.
The revamp is designed to enhance recognition in a crowded landscape spanning broadcast, sponsorships, retail and online platforms.
The relaunch is not just about aesthetics; it is backed by substantial investment. BoyleSports plans to open over 200 new retail outlets, upgrade its technology infrastructure and create around 1,000 jobs.
These efforts underscore the operator's commitment to bridging digital and physical experiences in the UK.
Troy Cox, Chief Commercial Officer, recently shared insights with SBC News on navigating market headwinds.
"There’s a lot of focus moving away from retail and the UK, but we see an opportunity to invest heavily in our digital side and integrate it with retail," he said.
"Our presence is not as dominant as some rivals, which gives us space to innovate in this competitive arena."
Bolstering its profile, BoyleSports has secured prominent partnerships, including sponsorships with West Ham United and TNT Sports’ Premier League coverage.
These alliances position the brand front and centre for football enthusiasts, amplifying its message of bold betting.
As the UK sports betting sector grapples with regulatory shifts and economic pressures, BoyleSports' 'Back Yourself' platform signals a confident counterpunch.
By championing the empowered punter, the company is wagering on a future where self-belief drives success – both on the pitch and in the odds.
With this relaunch, BoyleSports is not just entering the fray; it's aiming to redefine it.
