The unrest between the Hammers’ fans and the club’s hierarchy has gone sour pretty early in the season this time round. Nevertheless, they’ll be looking to improve on their 16th-place finish from last season. We look at their sponsors for the 2020-21 season.

PRINCIPAL PARTNER

BETWAY – The global online bookmaker has been West Ham’s principal partner since 2015. The deal, initially worth around $25.6m over the first three years, was extended for further six years last year with annual revenue bumped up to $12.8m – the biggest in the club’s history.
Betway’s association with the club over last five years has been a fruitful one, with the former partaking in a lot of fan engagement initiatives – the Betway Academy, Betway Fan Taxi and West Ham Supermarket Sweep, to name a few.
However, all’s not rosy for the two parties, as earlier this year Betway was handed a record $14.9m fine for a series of social responsibility and money laundering failings. While it’s not clear whether this will affect the long-term relationship between Betway and West Ham, this falls into the backdrop of ever-growing tensions between the club hierarchy and the fans, who continue to demand co-owners David Sullivan and David Gold and their vice-chairman Karren Brady leave the club.

TECHNICAL PARTNER

UMBRO – British sportswear company Umbro has been the official kit supplier for West Ham’s men’s, women’s and youth academy’s matchday and training kits since 2015, when it replaced German sportswear rival Adidas.
The two recently extended their deal in a long-term agreement that comes at the back of their previous agreement which was only made last year to extend their deal beyond 2023 and bump up the $6.2m-per-year contract.

OFFICIAL PARTNERS

SCOPE MARKETS – Online trading specialist Scope Markets was announced as West Ham’s official trading partner in 2018. The two have collaborated over fan experience activities since then.
Earlier this year, the deal between the two was expanded to include a sleeve sponsorship that would see the Scope Markets logo appear on the left sleeves of West Ham’s matchday kits. The expanded deal is rumoured to be worth around $1.2m-$1.6m annually.

LYCAMOBILE – British mobile virtual network operator Lycamobile has been West Ham’s official mobile phone operator since 2012. The two have collaborated over multiple fan engagement initiatives, most notably the Lycamobile Cup, which gives local schoolchildren a chance to play at the club’s home ground – London Stadium.

MONSTER ENERGY – Monster Energy added West Ham United to its ever-growing list of Premier League clubs portfolio in 2019. The American energy drink company serves as the club’s official energy drink partner and supports the in various fan engagement activities.

ROADX TYRES – Earlier this year, West Ham announced China-based tyre manufacturer RoadX Tyres as their official tyre partner in a two-year deal brokered by the Chinese division of the Lagardère Sports agency. Launched in 2019, RoadX aims to get more brand exposure into the European market via this deal.

EXPERIENCE KISSIMMEE – In 2016, West Ham signed a sponsorship deal with official tourism authority for Osceola County, Florida, making Experience Kissimmee as their official destination partner.
As per the deal, West Ham promotes Kissimmee as a premium holiday destination, while the tourism authority supports the club’s family fun day and its half-time match day entertainment programmes.

EVA AIR – Taiwanese airline EVA Air became West Ham’s first ever official airline partner in 2018.
The deal grants EVA branding opportunities, with the two parties collaborating over multiple fan engagement activities.

Global e-wallet and payment services provider Jeton serves as the official e-Wallet partner to West Ham since the start of the 2020-21 season. The partnership grants the City of London-based company branding access across the club’s physical and digital assets.

HEINEKEN – Dutch brewing company Heineken has been West Ham’s official beer & cider partner since 2016. The deal grants Heineken pouring rights at London Stadium in the form of draft and bottles.

GLOBAL REACH – London-based Forex specialist Global Reach serves as West Ham’s official payments partner since 2018.
As per the deal, Global Reach providers corporate foreign exchange services to the club and its network of partners and sponsors.

SKYE CLOUD – Last month, London-based Cloud specialist Skye Cloud was announced as the club’s first Official Virtual Private Server Partner.
As per the deal, Skye provides essential IT support to the club at the home ground (London Stadium), first-team training ground (Rush Green training ground), and academy centre (Academy of Football).

The barter trading exchange operator began its association with West Ham in August last year by joining on as the Official Sock Tie Sponsor of the club’s women’s team, gaining visibility on their matchday socks. Two months later, the two parties expanded their partnership to also include the men’s side and also made Bartercard the sleeve sponsor for the club’s academy sides.
Apart from branding rights, sponsorship activation also includes several fan initiatives as well as B2B networking opportunities.

ITD GLOBAL – Last year, West Ham announced logistics company ITD Global as their official logistics partner. As per the agreement, ITD offers its courier services to deliver the goods purchased on the club’s official online store.

Nirvana serves as the official travel partner to West Ham since September 2019. The partnership grants the sports-based event travel, accommodation and logistics company branding rights across West Ham’s physical and digital assets. Nirvana also offers exclusive offers to the West Ham fans.

IPRO – Earlier this year, West Ham announced hydration sports drink company IPRO as their official sports hydration beverage provider. As per the deal, IPRO supplied the club’s men’s, women’s and academy teams with its low-sugar hydration drinks for their trainings and matchdays.

SPIRE LONDON EAST – Spire London East Hospital is the club’s official private hospital since 2014. The hospital provides the club’s playing staff with medical support as well as rapid access to its state-of-the-art technology and diagnostic services.

PAUL ROBINSON SOLICITORS – Essex-based Paul Robinson Solicitors became the club’s first ever official legal partner in 2018. As per the deal, the two collaborate over fan engagement activities, with the law firm also getting branding rights at London Stadium.

MADISONS RECRUITMENT – Last year, Madisons Recruitment was announced as the club’s first ever official recruitment partner. As per the deal, the recruitment company offers its services at a discounted rate as well as other exclusive opportunities to West Ham fans.

LONDON EVENT DESIGN – Last year, West Ham announced London Event Design (LED) as their official events production partner. As per the deal, LED serves as West Ham’s partner for all club-run events and the associated event production needs.

SOCCER SUPPLEMENT – Last year, West Ham announced British football nutrition specialist Soccer Supplement as their official supplements partner. As per the deal, Soccer Supplement provides the club’s playing staff with its products to aid them in improving fitness, performance and recovery.

QUATTRO GROUP – Last year, Quattro Group was announced as the club’s official professional equipment service partner.
Quattro provides professionally managed plant services to the rail, construction and transport industries across the United Kingdom. The Hammers deal grants the company branding rights at London Stadium.

OFFICIAL SUPPLIERS

HAWES & CURTIS – Hawes & Curtis serves as the club’s official club tailor since 2016. As per the agreement, the British company provides bespoke formalwear to the club’s first-team squad, management and coaching staff.

Written By
Anshuman Joshi