Irish independent bookmaker BoyleSports has become the new shirt sponsor of EFL Championship club Birmingham City FC.

The agreement is the Blues’ biggest sponsorship deal in more than a decade and will see BoyleSports’ logo adorn the front of the men’s team playing kit and replica shirts.

“We are delighted and thrilled to be welcoming BoyleSports as the club's new principal shirt partner,” said Birmingham City FC chief commercial officer Ian Dutton. “Throughout our discussions with them it was clear that they identified the club as the perfect avenue to support their ambition to conquer the UK market.

“We are also extremely impressed with the way they want to give back to the fans and the local community, so we can look forward to some unique activations that will benefit the club, fans and our great city.”

BoyleSports head of communications Leon Blanche added: “We are absolutely thrilled to be on board and proud to be pledging ourselves as Birmingham City’s principal partner.

“It’s an honour to be joining forces with a club steeped in history and tradition and we believe it’s a perfect match between a club and company who are on the same page in terms of our huge ambitions.”

Since 2011, the club has competed in the EFL Championship, the second tier of English football, finishing last season in 17th position.

BoyleSports replaces rival 888Sport as the club's shirt sponsor.