BoyleSports unveils new brand platform to power UK comeback

BoyleSports has launched its new brand platform, “Back Yourself,” a campaign designed to embody the mindset of “a confident sports bettor” as the operator continues its £100m UK relaunch.

The centrepiece of the Irish gambling company’s campaign is a cinematic brand film that places viewers inside the “train of thought” of a bettor, taking them through tactical debates, punditry, data analysis, and the buzz of live commentary before culminating in a moment of confident decision-making.