New Three-Year Deal Adds €80,000 Galway Tribes Hurdle to Sponsorship Portfolio
Strategic Sponsorship Extension Strengthens Racing Ties
Boyle Sports, one of Ireland’s largest independent bookmakers, has announced a renewed sponsorship agreement with the iconic Galway Races, cementing its status as a prominent supporter of Irish horse racing. The extended three-year deal will see Boyle Sports remain the title sponsor of the Saturday race day, including the prestigious €110,000 Boyle Sports Handicap Hurdle and the €17,000 Boyle Sports Maiden Hurdle.
In a notable addition to the Saturday card, the €80,000 Galway Tribes Hurdle—traditionally held on Friday—will now be featured under Boyle Sports’ banner. This scheduling shift offers a competitive platform for horses that don’t qualify for the Thursday feature hurdle, thus raising both the calibre and competitiveness of the Saturday races.
Boosting Visibility Amid Major Brand Relaunch
The sponsorship renewal comes as Boyle Sports embarks on a comprehensive brand relaunch, designed to modernize its presence and reinforce its long-standing reputation in sports betting. According to Liam McKee, Head of Sponsorship at Boyle Sports, the partnership’s renewal is emblematic of this fresh chapter:
“This year’s renewal feels particularly special as it coincides with an exciting new chapter for Boyle Sports as our major brand relaunch gets underway.”
With a stronghold of 27 betting shops in the UK and plans to expand to over 200 locations in the coming years, Boyle Sports is positioning itself as a formidable player in the British retail betting market while staying true to its Irish racing roots.
A Rich History of Racing Partnerships
Founded in 1982, Boyle Sports has always maintained a close connection to horse racing. The operator has served as the headline sponsor of the Irish Grand National since 2014, with that high-profile agreement set to continue through 2027. Its more recent involvement with the Galway Races began in 2022, yet has already grown into a flagship partnership within its broader marketing strategy.
The Galway Races CEO Michael Moloney praised the evolving collaboration, especially the inclusion of the Galway Tribes Hurdle:
“This change gives horses that don’t make the cut for Thursday’s feature Hurdle another valuable opportunity to compete, enhancing the overall quality and excitement of the week’s racing.”
Aligning Racing Heritage with Growth Ambitions
This extended agreement with the Galway Races exemplifies Boyle Sports’ efforts to leverage traditional sporting events to drive brand visibility across Ireland and the UK. With additional partnerships such as its multi-year deal with West Ham United, Boyle Sports is demonstrating a strategic mix of grassroots racing support and top-tier football sponsorships.
As the company embarks on this ambitious phase of brand expansion and retail growth, sustained partnerships like the Galway Races reinforce its commitment to sports heritage while enabling future-facing visibility in competitive betting markets.
Bottom Line: Boyle Sports is weaving tradition and transformation together—using cornerstone events like the Galway Races to power a bold brand evolution and amplify its influence across UK and Irish betting landscapes.
