West Ham are on the verge of announcing a new deal that will bring down the curtain on nine years of association with one of their major sponsors – the shirt-front sponsorship deal with Betway is set to end this summer. There’s something of a revolution ahead with Premier League clubs agreeing to withdraw gambling sponsorship from the front of match day shirts from the start of the 2026-7 season.
However, the Hammers have agreed a new deal with a new sponsor – another gambling company – for one season only.
Shortly to be released – we hear that the promo videos have now been completed for the release of the new 2025/6 kit – the new shirt sponsor BoyleSports has agreed a season long £12.5 million deal for the Hammers’ shirt front to feature the Boyle Sports logo (exWHUemployee).
We understand this income replaces the Betway sponsorship so is not ‘new money’: However it is the highest amount that West Ham have negotiated for a season long shirt-front sponsorship.
Whilst the Hammers are of course free to ally with gambling companies before the 2026-7 season change, there will likely be dismay among gambling pressure groups who’d no doubt be hopeful that no such new associations would be made ahead of the ban.
In any case West Ham along with several other Premier League clubs will be looking for non-gambling front-of-shirt sponsors for August 2026. We understand that for the 2026-7 season Boyle Sports will switch to a sleeve sponsorship and logo display: Unless West Ham get relegated – in which case the shirt front logo can remain as this is a Premier League club initiative and Championship sides are not bound by the same agreement.