New West Ham Deals Confirmed

BoyleSport will become West Ham’s new front-of-shirt sponsor next season, replacing Betway, who has sponsored the Hammers for over a decade. New Balance will replace Umbro as the official kit partner from the 2026/27 season.

Industry insiders have confirmed to Claret and Hugh this week that both reports are correct. The front-of-shirt sponsor deal was first reported by EXWHUEmployee, and the kit deal was first mentioned by Sports Business the beginning of May.

Both deals were concluded by Nathan Thompson, who has recently been promoted to Executive Director of Commercial, Marketing, Digital and Content.

The club have been been desperate to keep the news secret until an official announcement but sources outside the club have now confirmed both deals are signed.

Betway have been West Ham’s main sponsor since 2015. Initially, the online bookie paid £20m for a three-and-a-half-year deal with the Hammers, followed by a six-year deal in 2019 worth £60m (£10m per season)

BoyleSport are reported to be paying £12.5m for one season only before a voluntary gambling sponsorship ban comes into force.

Umbro is now licensed by Castore have been the Hammers’ technical kit partner since 2015 worth around £7m per season which will be worth £77m over those 11 seasons when it finished next May. The new deal is claimed to be worth £10m per season for a five-year contract, so £50m in total.

New Balance used to supply Liverpool until 2020, worth £40m per year, but were replaced by Nike. New Balance decided to sue Liverpool but lost the court battle.