BOYLE Sports Turns Local Search into Footfall

BOYLE Sports is Ireland’s largest independent bookmaker. Founded by John Boyle in 1982 and still family-owned, it has grown into an international sports betting and gaming company with a retail estate across Ireland and the UK and a busy online business alongside it.

The brand is built on a customer-first approach — bringing people closer to the action, whether they bet in a shop, on the app, or online. That estate keeps growing, with new shops opening across the UK as the company expands.

For a business this size, the local shop is still where a lot of the action happens.

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400 Shops, One Platform to Keep Them All Visible

When someone searches for a betting shop nearby, the business with the most accurate, complete listing usually wins the visit. For BOYLE Sports, that’s a challenge multiplied by 400.

Every location needs the right address, opening hours, and directions on Google and beyond, and all of it needs to stay correct as shops open, move, and update. Doing that by hand, location by location, doesn’t scale. BOYLE Sports also wanted a single place to manage its local social presence and give each shop a strong local web page, rather than juggling separate tools and logins.

The Solution

BOYLE Sports has worked with Uberall for two years, managing its local presence from one platform instead of separate tools and spreadsheets. Two products drive the results today:

Always found, always accurate: Uberall Listings lets BOYLE Sports create, optimize, and sync every shop’s information across 125+ directories including Google, Apple Maps, Yelp, and AI search engines, from a single dashboard.

Names, addresses, hours, and directions stay accurate and consistent everywhere customers search, and updates sync automatically as shops open or change. Because fresh, consistent data is what traditional and AI search rewards, it also lifts local rankings. Today, profile completeness sits at 89% across all 400 locations.

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Reputation that builds trust: BOYLE Sports leverages Uberall’s review management capabilities to actively monitor and respond to customer feedback at scale, helping them maintain an impressive 99% reputation score.

By centralizing reviews from multiple platforms, their team can efficiently manage interactions and ensure no customer feedback goes unanswered. With the support of AI Review Response and AI Bulk Replies, BOYLE Sports can reply quickly and consistently while still maintaining a personalized, on-brand tone. This not only saves time but also enhances customer engagement and trust.

Post once, publish everywhere: With Uberall Social, BOYLE Sports can create a single post and publish it effortlessly across multiple directories. This enables local news, promotions, and special offers to be shared quickly and consistently across all locations, removing the need for time-consuming, shop-by-shop posting.

The built-in AI-driven social media posting software further streamlines the process by helping generate engaging, on-brand content with AI-Social Writer and AI-Tone Adjustor. This reduces the workload for teams while ensuring a high level of quality and consistency, making it easier to keep social channels active, relevant, and up to date.

More Searches, More Direction Clicks, More Shop Visits

Two years in, the local presence is working hard.

Across the estate, BOYLE Sports profiles drew 8.81 million Google Search impressions and 824k Google Maps impressions — up 3.83% and 1.53% respectively versus the same period last year. More visibility is only half the story, though. The bigger gains are in what people did next.

Google Directions clicks rose to 269k, up 7.77% year over year, meaning that customers are actively finding their way to a shop. And website clicks jumped 42,700, up 47.27%, a sign that local listings are sending real traffic onward.

The estate’s overall Location Performance Score reached 74%, with visibility at 78%, a strong reputation score of 99%, and engagement at 59%. This level of engagement is particularly impressive given Google’s policies that apply to the sector.

In addition, Uberall’s Revenue Estimator indicates an 11% increase in estimated revenue impact compared to last year.

Built for the Next Shift in Local Search

The way people find local businesses is changing fast. Fewer customers type a query and click a blue link. Most of them ask an AI assistant — ChatGPT, Gemini, Perplexity — to recommend somewhere nearby. And AI tends to recommend the businesses whose location data and content are accurate, structured, and easy to understand. Today, most local businesses aren’t set up for that.

That’s why BOYLE Sports is now setting up Uberall Local Pages — the next step in its local strategy. Coming soon, each of its 400 shops will get a dedicated, optimized local page: its own front door to local search, built for AI search from the start, with fast, AI-readable pages and accurate content that stays in sync everywhere. As more customers begin their search with an AI assistant, every shop will be positioned to be found, chosen, and visited.

So the gains in directions and website clicks aren’t a one-off.

With local pages on the way, they’re the foundation of a local presence built to keep sending traffic to every shop, whichever way search goes next.

* 2026 vs 2025