Football Trade Directory

Premier League: West Ham find new shirt sponsor in gaming company Betway



iGaming operator Betway has signed a long-term partnership with Barclays Premier League side West Ham United to serve as the club’s official shirt sponsor.

Betway’s logo will appear on West Ham’s home and away playing shirts and training equipment, with the operator also gaining naming rights to the West Stand at the team’s Boleyn Ground stadium until the club moves to London’s Olympic Stadium in 2016.

The operator replaces foreign exchange broker Alpari, which saw its deal as shirt sponsor collapse after the company went into admi­nis­tra­tion last month. It is Betway’s first football sponsorship agreement, and though the terms were not revealed, West Ham has described it as the club’s biggest-ever commercial partnership

Betway executive director Bob Dutnall described West Ham as a club with a rich history and passionate supporters, adding that he was “thrilled” to have finalised the agreement at a time when the team was enjoying a successful season.

“The Barclays Premier League is the world’s most popular football competition and the sport is synonymous with excitement and betting, making it a perfect fit for our growing brand,” Dutnall explained.

“We are looking forward to supporting the Hammers on the pitch and rewarding their fans off it with innovative Betway offers and special markets,” he added.

The club’s vice chairman Karren Brady welcomed Betway as a sponsor of the club.

“Like us, Betway are an ambitious, forward-thinking company and the size of the agreement reflects our status as one of the fastest growing brands in world football,” she said. “Betway join us at one of the most exciting periods in our history and we will be working closely with them as we prepare to bid an emotional farewell to our home of more than 110 years before moving into our stunning new Stadium in 2016.”

The Hammers came agonisingly close to beating Manchester United on Sunday evening, only to be denied all three points by a late equaliser.

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