Boylesports Continuing to Expand

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Boylesports are continuing to expand at break neck speed to try and break out of Ireland. However, in recent days they’ve confirmed a continuing consolidation within their parent region of Ireland. Specifically, they are looking to add up to 40 betting shops to their current network of stores in the Republic of Ireland.

Now, of course, such a large expansion still needs to be approved by regulators. However, if it is approved it will mean that Boylesports is set to become one of the largest land-based bookmakers in Ireland, with a total of 219 shops.

This latest development shows the determination of Boylesports to expand. In the last couple of months their failed attempt to acquire 360 shops sold by Ladbrokes and Coral was well documented. Clearly this rejection has not set them back too far as their expansion looks set to continue.

2017 has seen an increase in football reload offers coming from Boylesports. Not all of them could be defined as particularly lucrative, often with obscure requirements such as a free bet if your team hits the crossbar during the match. However, it does indicate a willingness to expand in the Reload market, which is where we matched bettors make so much of our long term profit.

Our hope is that Boylesports are not too dissuaded from international expansion after the Ladbrokes and Coral setback. For now at least, it looks like the bookmakers ambitions are focused on national growth within Ireland rather than internationally. But, we can’t be too critical about this - after all, opportunities like Ladbrokes and Coral selling their shops do not come around all that often.

However, a spokesman for Boylesports confirmed that they are not dismissing the UK, but instead re-accessing their tactics. Stating that, their intention is to now look at “regional, rather than national opportunities” in the UK.

From the perspective of Heads&Heads, we hope this leads to even better Reload offers for UK customers moving forward!