Coventry City have announced a “significant deal” with new shirt sponsors BoyleSports, ahead of the upcoming season.

The “Principal Partner” agreement, which covers the 2020/21 season, will see the BoyleSports logo adorn the front of the playing kit and replica shirts this season.

Despite challenges caused by the Coronavirus across the world and the sports industry, the deal is Coventry City’s highest value front of shirt sponsorship deal since the 2011/12 season and provides vital revenue to the club and the team ahead of the new season.

Established by John Boyle in 1982, BoyleSports is Ireland’s largest bookmaker which now boasts over 300 shops in the UK and Ireland.

BoyleSports’ expansion into the British retail market began last year with the acquisition of 13 stores in the Midlands, including three in Coventry. It has since expanded its Midlands presence to 19 shops while also adding an additional Coventry store to bring its total number of shops in the city to four, at Holbrook Lane, Stoney Stanton Road, Foleshill Road and Cross Cheaping.

During that time BoyleSports has also invested significantly in all of its new Midlands outlets, adding a bank of new screens and completely renovating each shop to bring to our new customers in the Midlands the same quality of service and shops that BoyleSports’ Irish retail customers have enjoyed for years.

Conor Gray, CEO for BoyleSports, has welcomed the new deal saying: “Having chosen the Midlands to be the base for our expansion into Britain, we are proud to cement our commitment to both Coventry and to the wider Midlands area with this deal. We see exciting times ahead for BoyleSports in the Midlands and with their recent promotion to the Championship, we wish Coventry City FC all the very best in their upcoming season.”

Coventry City Chief Executive Dave Boddy said: “We’re very pleased to welcome BoyleSports to Coventry City as our new shirt sponsor and principal club partner.

“This is a significant deal for the Football Club and will provide much needed and significant revenue for the Club, helping to support Mark Robins and the team in preparation for the upcoming Championship season.

“BoyleSports have already shown great enthusiasm about their new sponsorship and supporting the Sky Blues, and we look forward to working with them.”

Boddy added:“In line with EFL guidance, the Club and BoyleSports will work closely to ensure that the promotion of any gambling products is conducted responsibly and in line with all appropriate licensing and regulatory guidelines.”