Boyle Sports hired Mikael Gustavson as its new Creative Lead. He’s already started the role.
Gustavson spent five years as Creative Director at The Rank Group before making the switch. At the UK casino and bingo operator, he led brand strategy changes and managed teams of designers and copywriters.
He’s been around gambling since 2006. That’s when he joined Stride Gaming Group in a design role.
Rank Group bought Stride Gaming in 2019. So Gustavson’s worked under the Rank umbrella for most of his career. He’s handled various design positions over nearly two decades in the sector.
Why This Hire Signals Boyle Sports’ Growth Plans
The Irish operator is pushing hard into branding right now. It’s not a coincidence.
Boyle Sports is spending $100 million on its UK retail presence. That’s a serious investment requiring strong creative direction. The company also relaunched its casino product in September.
CEO Vlad Kaltenieks previously called branding “the slowest piece of the puzzle.” That comment makes sense when you consider how long brand recognition takes to build.
And Gustavson brings exactly the experience needed for this challenge. He’s already worked through a major brand evolution at Rank Group.
What Gustavson Brings to the Role
Gustavson announced his move on LinkedIn. He called his welcome at Boyle Sports “nothing short of amazing.”
He’s been working from the company’s headquarters in Ireland. Director of Brand Gill Blake-Swift hosted him there during his first days.
His role will cover brand development across Boyle Sports’ different products. Both the sports betting and casino verticals need creative leadership.
The casino side recently added UK comedian Emily Atack as a brand ambassador. That’s the kind of marketing push Gustavson will help shape going forward.
How This Changes Boyle Sports’ Market Position
This appointment shows the operator isn’t just talking about growth. They’re hiring people who can actually deliver it.
Gustavson’s background at a major UK operator gives him insights into what works. He knows how to manage creative teams at scale. That matters when you’re trying to compete with established brands.
The timing lines up with Boyle Sports’ broader expansion. Between the retail investment, the casino relaunch, and now this hire, they’re building momentum. Other operators in the UK and Ireland market should take notice.
The company’s clearly betting that strong branding will help them stand out. With Gustavson leading creative strategy, they’ve got someone who’s done it before.
