Ireland-based sportsbook BoyleSports is currently looking to expand their retail betting presence in the UK. The company is engaged in serious discussions to grow their present roster of local betting shops.
Industry analysts believe that BoyleSports is going all in on their plan of focusing on the UK retail betting market, despite the interruptions caused by the COVID-19 pandemic. BoyleSports entered the UK retail betting market in the summer of 2019. The company was founded in 1982 and operates out of Dundalk, Ireland. It is the largest independent sportsbook in the country.
BoyleSports has also grown its Irish presence by purchasing other local sportsbooks. In 2019, BoyleSports acquired Mulholland Bookmaker from Galway; in early 2020, they purchased Bruce Betting from Dublin. As a result of its recent acquisitions, BoyleSports is presently the largest sportsbook in all of Ireland, with almost 300 shops under its fold.
BoyleSports’ entry into the UK market was accomplished via the acquisition of Wilf Gilbert and its 13 betting venues in the English Midlands, which were subsequently rebranded. In early 2020, BoyleSports purchased 35 more venues from William Hill, located in the Isle of Man and Northern Island, at an estimated price of £10 to £15 million.
BoyleSports has made it clear that their focal point in the UK will be the Midlands region, which would make Birmingham the firm’s local hub. Presently, BoyleSports owns and operates 19 betting venues across Coventry, Stoke, and Birmingham.
BoyleSports has indicated that they plan on increasing their UK presence to around 100 betting venues by the close of 2020. Analysts believe that the firm is focusing its expansion efforts on Great Britain and Northern Ireland, while ignoring the London area.
BoyleSports stated that they plan on purchasing existing bookmakers in Northern Ireland, instead of creating new shops, due to the strict licensing requirements in the area.
BoyleSports is expanding its UK business despite its strong presence on the Irish retail betting market because of their concerns regarding a recent decision by the Irish government to double gambling duties.
As with the rest of the industry, BoyleSports suffered due to the forced suspensions of their retail shops in mid-March of 2020 due to the pandemic. Their online division has also failed to capitalize on the quarantines because of the lack of mainstream sports to bet on.
BoyleSports is also seeking to aggressively expand its online operations into North America and Asia soon to bolster the company’s growth amidst the ongoing pandemic.
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