West Ham announce a long-term deal with Boyle Sports, but there’s a catch.

With the new kit launch came the announcement of a new sponsor, West Ham’s first in 10 years following the end of their deal with Betway.

Boyle Sports is now the company that gets to don the front of the shirt. While it’s a controversial logo, there is something that’s worth noting; it will only be on the front of the kit for one season.

This campaign is the last that betting companies can be the main sponsor on the shirt (although they can be on the sleeve). Interestingly, the club were keen to emphasise that this is a long-term deal, hinting that this route of getting around the Premier League’s new rules could be the plan.

In my opinion, the sponsor could be a lot worse on the eye, but it could certainly be better. However, when they know they have to replace it next season anyway it just feels a bit silly giving another gambling company the honour, especially with all the issues that it’s proven to cause.