BOYLE Sports will continue as West Ham United’s front-of-shirt sponsor following the east London side’s first relegation to the Championship since 2011.

The Ireland-headquartered operator’s logo will once again feature on The Hammers’ men’s and women’s home, away and training kits, extending a deal which began last season.

With the voluntary front-of-shirt ban for gambling advertising in the UK set to end in 2024, this partnership marks a significant move in the sports sponsorship landscape.