Premier League club Leeds United have announced a new multi-year partnership with BOYLE Sports, making the Irish sports betting brand their UK and Ireland betting partner.

The partnership will see BOYLE Sports branding featured around Elland Road in the form of matchday LED advertising and permanent signage in the John Charles West Stand, while competitions, content and “wider key moments” will also include the brand.

While the online bookmaker and casino site remains partnered with West Ham United, the Hammers’ relegation last season means that this new partnership gives the brand a presence in English top-flight football once more.

“Leeds United is one of the biggest and most iconic clubs in English football, with a fanbase whose passion and loyalty are second to none. Our retail presence in Leeds and the wider Yorkshire area means we’ve seen first-hand what this club means to the city and its people,” said Gill Blake-Swift, director of brand at BOYLE Sports.

“As a fan favourite with customers across Ireland, we're excited to build on that success by continuing to grow our presence across the UK and this is a significant step for the BOYLE Sports brand.

“Together, we’re looking forward to creating memorable experiences that bring us even closer to supporters throughout the season,” she explained.

Phil Hardman, partnerships director at Leeds United Football Club, added: “We are excited to welcome BOYLE Sports as an official partner for the upcoming campaign, with the opportunity to work with them on a number of exciting fan activations.

“It will be great to see the partnership develop across the season, and we look forward to showcasing their brand as it features across Elland Road at all of our home games!”