Boylesports will sponsor segments of The Betting Channel's output.

The Irish bookmaker will contribute odds, markets and guests to The Betting Channel and its logo will appear on studio backdrops and graphics.

"In being able to tailor our output to benefit our partners, we believe that we offer a prime platform for bookmakers to communicate with a large audience of bettors and sports enthusiasts in a truly interactive way," said Alan Bentley, the Betting Channel founder and presenter.