BOYLE Sports and London Lions have announced a new partnership which sees the bookmaker appear on the front of the team’s uniforms.

London Lions’ home court, the Copper Box Arena, located in the heart of Queen Elizabeth Olympic Park, sits directly opposite the London Stadium – home of BOYLE Sports’ other major UK sporting partner, West Ham United.

The new deal sees BOYLE Sports expand its footprint in Stratford and London following the announcement of a £100m+ investment into the UK.

Alongside BOYLE Sports becoming the London Lions’ new front-of-jersey sponsor, the brand will be visible at home games in Super League Basketball and the BKT EuroCup, with more exciting initiatives to come for fans. The new BOYLE Sports-branded uniforms will be worn for the first time in tonight’s BKT EuroCup clash with Dolomiti Energia Trento.

London Lions are one of the most ambitious basketball organisations in Europe, with a mission to establish London as a global basketball powerhouse. This partnership is the latest development in the organisation, challenging the norm and pushing the expectations of basketball in the UK and beyond.

BOYLE Sports and London Lions are entering a new era, with both having recently gone through a rebrand, looking to build on their heritage while highlighting their commitment to the future of sport in the UK.

“This is a hugely exciting new frontier for BOYLE Sports and our new investment in the UK market. London Lions are a perfect partner for us, with both brands operating at the crossover of sport and culture. We look forward to many successful nights under the lights of the Copper Box Arena.”

“We’re extremely proud to welcome BOYLE Sports as our new front-of-jersey partner. Both the Lions and BOYLE Sports share a mutual ambition to establish a real presence in London. We’re excited to grow together and create memorable moments for our fans on and off the court.”