Russ Budden
West Ham is in the market for a huge sponsorship package which could lead to it’s current deal with Betway being cut short.
Betway has been the club’s primary sponsor since 2015 and the current deal runs until the end of the 2024-25 season – with the club looking for a replacement potentially before that deal expires. This is because new government regulations that forbid betting companies from being the primary sponsors of football clubs are expected to take effect soon. According to sources, West Ham may try to end the agreement sooner, much like Newcastle did with Fun88 last year, when the previous contract was cancelled early to allow the Magpies to partner with SAUDIA.
The naming rights to the Stadium are also reportedly included in the whole mega-package being sought for, which would put West Ham on level with the so-called “big 6” Premier League teams in terms of package deal.
Although the current deal with Betway is the largest sponsorship deal outside of the “big 6” – but is eclipsed by the deals of the Big 6 such as Tottenham’s sponsorship deal with AIA which generated about 3.5 times as much money.
Finding a naming rights partner for the London Stadium has proven to be rather difficult thus far; the current owners, LLDC, have even given West Ham the chance to buy the rights – although this offer was declined at the time. The potential change in the clubs main sponsor though could well open doors for potential partners to come forward and for the club to reassess taking on the stadium’s naming rights in order to attract more lucrative sponsorship investment?
