BOYLE Sports signs David Ginola for Squad Builder ad campaign

BOYLE Sports has launched a new TV commercial and creative campaign featuring former Premier League player David Ginola to promote its new Squad Builder product, with distribution set to begin from 23rd September across TV, VOD, digital, social and customer-facing channels.

The campaign was produced by Boldspace and directed by Elliot Simpson. In the film, two football fans begin discussing Squad Builder before Ginola interrupts and addresses the camera to explain the product, a device the company said was inspired by celebrity cameos in The Big Short.

According to BOYLE Sports, Squad Builder allows customers to select between two and five players across major leagues and choose from seven statistical targets, including goals, assists, shots, tackles and cards. The operator said the players’ performances combine toward an overall squad total rather than requiring each player to hit an individual target.

Gill Blake-Swift, Director of Brand at BOYLE Sports, said: "We wanted to create something that people would genuinely enjoy watching; a piece of entertainment first, not simply another betting advert. We saw Squad Builder as an opportunity to push the creative further, with more confidence, personality and cultural relevance."

A separate version of the campaign will feature Ginola explaining BOYLE Sports’ Early Payout offer, which the operator said settles football bets if a team goes two goals up at any point in the match, even if the team later draws or loses. The launch follows BOYLE Sports’ recent agreements to become Official Betting Partner of Leeds United and Nottingham Forest, and its ongoing front-of-shirt sponsorship with West Ham United.