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BOYLE Sports has entered into a partnership with football content creator Mark Goldbridge for the duration of the upcoming FIFA World Cup, expanding the bookmaker’s presence across digital football programming during the tournament.
The agreement runs from June 11 through July 19 and covers the entire competition. Under the arrangement, BOYLE Sports branding will feature across 32 watchalong broadcasts hosted by Goldbridge on his football-focused channels, The United Stand and That’s Football.
Coverage will include all England World Cup matches, Scotland’s group-stage fixtures and selected tournament games, beginning with the opening match between Mexico and South Africa.
In addition to the watchalong broadcasts, Goldbridge will create preview content for England’s group-stage matches and produce a dedicated Game Changers social media series examining five players ahead of each tournament round.
BOYLE Sports branding and product integrations will be incorporated throughout the campaign across the content lineup.
The partnership follows an earlier collaboration during the Premier League season. The latest agreement was finalized with support from media agency Miroma Founders Network.
According to the companies, the campaign combines BOYLE Sports’ Back Yourself platform with Goldbridge’s football-focused content, centering on match analysis, live reactions and fan engagement throughout the tournament.
“The World Cup is the biggest stage in football and I’m delighted to be partnering with BOYLE Sports across the tournament,” said Goldbridge. “The watchalongs are all about bringing fans into the emotion of the game in real time, and this partnership enable us to do that across some of the biggest fixtures of the summer.”
Goldbridge has built an international audience through football commentary, live match reactions and fan discussions across digital platforms. Both The United Stand and That’s Football recently joined the Overlap Network.
“From England games to the standout matches across the tournament, we’ll be giving fans reaction, opinion, debate and plenty of moments to get involved in,” Goldbridge added.
The announcement also follows BOYLE Sports’ recent appointment of Olivia Buzaglo as a football ambassador ahead of this summer’s international football schedule.
“Mark Goldbridge represents everything we stand for as a brand – passion for sport, confidence in your opinions and a deep connection with fans,” said Gill Blake-Swift, Director of Brand at BOYLE Sports.
“His ability to engage audiences in an authentic, entertaining way makes him the perfect partner for this summer’s World Cup as we continue to build our digital presence and bring fans closer to the moments that matter.”