West Ham United is one of England’s most famous football clubs, with deep roots in the working-class culture of East London. Founded in 1895 as Thames Ironworks FC the club got its current name in 1900. Throughout its more than a century of history, West Ham has experienced many ups and downs, but has always retained its identity: a loyal fan base, a distinctive style of play, and a desire to develop.

West Ham’s significance in English football is not limited to trophies — it is a club with a tradition of supporting young talent, including English football legends Bobby Moore, Geoff Hurst, and Trevor Brooking. West Ham has also become part of the national identity, representing London’s working class at the highest level. Because of this, the club has a long history of collaborations with brands, from Slots Catalogue to clothing brands.

The beginning of the sponsorship era at West Ham

In the 1980s, English football began to actively integrate commercial elements into its structure, and one of the most important steps was the appearance of sponsorship logos on football kits.

For clubs, this was not only a new source of income but also a means of modernizing and strengthening their position in the competition. West Ham United was no exception and quickly joined the trend.

The first official sponsor appeared on West Ham’s shirts in the 1983/84 season — it was AVCO Trust, a financial company that remained a partner of the club for several years. This first contract was an important milestone in the history of the club’s commercialization. The AVCO logo adorned the Hammers’ shirts until 1989, and the deal was considered quite lucrative at the time, although the specific financial details were not disclosed. After AVCO Trust, the club collaborated with companies such as:

  • BAC Windows (1990–1992) — a British manufacturer of windows and doors;
  • Dagenham Motors (1993–1995) — a car dealer from London;
  • Dr. Martens (1999–2003) — a legendary footwear manufacturer, whose partnership became one of the most famous at the time.

The AVCO Trust logo first appeared on West Ham’s classic burgundy and blue kit, and for many fans it became a symbol of a new era — a time when football was no longer just a game, but a business. Initially, the logos were modest and integrated quite delicately, but over time the branding became increasingly prominent.

Although the sponsorship contracts of the 1980s and 1990s cannot be compared to the million-dollar deals of today, they had a significant impact on the club’s stability. The funds received allowed the club to:

  • invest in the development of the youth academy;
  • renovate the infrastructure at the legendary Upton Park stadium;
  • transfer players who strengthened the team in the English divisions.

During this period, West Ham began to shape its image not only as a football team but also as a commercial partner attractive to brands seeking to reach a sporting audience.

This laid the foundation for future contracts with more global companies and entry into the international sponsorship arena.

Major sponsorship contracts in the 2000s and 2010s

In the 2000s, the commercial side of football became even more important, and sponsorship deals became one of the main sources of income for clubs. During this period, West Ham United began to actively collaborate with larger brands that wanted to be associated with a club that had a long history and a loyal fan base.

Main partners of the period

  1. Dr. Martens (1999–2003)

One of the most famous brands associated with West Ham during this period was Dr. Martens, the manufacturer of iconic footwear. This collaboration was not just a business deal, but an ideological synergy between a brand with working-class roots and a club with a similar identity.

  • As part of the contract, Dr. Martens also became the title sponsor of the stands at Upton Park, which was rare at the time.
  • The deal included marketing campaigns, the sale of branded T-shirts with the Dr. Martens logo, and joint merchandise for fans.
  1. Jobserve (2003–2005)

The British job search website became a sponsor during the club’s time in the Championship (second division).

  • The contract was moderately lucrative but strategically important — Jobserve became the club’s first digitally-focused sponsor.
  • Fans were critical of the new logo at the time, but the brand itself supported the club’s youth programs, which had a positive impact on its perception.
  1. XL Holidays (2007–2008)

This contract was short-lived but considered one of the most generous at the time. XL Holidays was a travel company that went bankrupt in 2008, terminating the partnership early.

  • According to media estimates, the annual value of the contract was around £2.5 million.
  • West Ham was left without a title sponsor at the end of the season, which caused some financial difficulties.

In the 2000s, financial transparency in football clubs had not yet reached its current level, so the details of many contracts remained private. However:

  • Dr. Martens, according to unofficial sources, paid the club around £1.5–2 million per year.
  • XL Holidays became one of the first sponsors to go beyond the UK, targeting a European travel audience — the estimated amount was £2.5–3 million per year.
  • Jobserve paid around £500,000, but this was important support during a period of instability following the club’s relegation from the Premier League.

Each of the campaigns during this period aimed not only to display the logo on the kit, but also to actively engage with fans:

  • Dr. Martens held joint promotions in fan shops, ticket competitions, and even special tours of the stadium with branded gifts.
  • Jobserve supported career fairs in London with the participation of club players, thereby strengthening its social image.
  • XL Holidays organized contests for fans with the chance to win trips, including to West Ham’s away games.

In the 2000s and 2010s, West Ham went through a period of becoming a commercially attractive club. Sponsorship deals strengthened the team’s financial base, expanded its influence among fans, and paved the way for further collaboration with global brands in the following decade.

Cooperation with gambling companies

Since the early 2010s, English football has entered a new era of commercialisation, with gambling companies actively entering the sponsorship environment. West Ham United became one of the first Premier League clubs to sign a major deal with a bookmaker, which was the starting point for a long-term partnership with the gambling industry.

In 2009, West Ham signed a sponsorship deal with SBOBET, an Asian bookmaker operating under the jurisdiction of the Philippines. It was the club’s first major deal with the gambling business and immediately caused a stir.

  • According to British media reports, the contract was worth approximately £6 million for two seasons.
  • The SBOBET logo appeared on the team’s kit from the 2009/10 season.
  • The partnership saw West Ham enter the Asian market, with the club actively promoting itself in China, Thailand, and Indonesia using the SBOBET brand as a communication bridge.
  • West Ham became the first Premier League club to have a title sponsor from Asia.

This partnership is considered significant because it started a trend of betting companies entering football and also established the club’s Asian positioning as a brand.

After ending its partnership with SBOBET, West Ham signed one of the longest contracts in its history in 2015 with Betway, a global online betting operator. This contract proved to be extremely important and profitable:

  • The annual value of the deal was around £10 million, a record for the club at the time.
  • Betway remained the title sponsor for six seasons, including the move to London Stadium.
  • The company was involved in creating club content: it sponsored fan platforms, organized competitions, and launched a series of videos called “Betway Insider” featuring club players.
  • The deal also included multi-level integration of the brand into all of West Ham’s official communication channels: websites, social media, and club events.

This partnership helped Betway significantly increase its brand awareness, while West Ham gained a stable source of income to strengthen its squad and infrastructure.

Despite the financial benefits, the partnership with gambling companies has attracted significant public criticism. The main issues are:

  • The moral and ethical aspect, with the active promotion of betting content through football being perceived as dangerous for young people and vulnerable groups.
  • Criticism from politicians and charitable organizations, with increasing calls for restrictions on gambling advertising in sport, especially following a rise in problem gambling among fans.
  • Fan opposition: Some West Ham fans expressed dissatisfaction with the excessive presence of gambling advertising, particularly on children’s clothing and fan merchandise.

In response to growing pressure, the club sought to balance the situation by strengthening its social responsibility, for example through mental health support programs and charitable initiatives.

Partnerships with SBOBET and Betway marked a new commercial direction for West Ham, with gambling becoming the club’s main source of income in the 2010s. However, at the same time, the club faced ethical dilemmas and public pressure that would significantly influence sponsorship policy in English football in the future.

Current partners and new strategies (2020–2025)

Since the beginning of the 2020s, West Ham United Football Club has entered a new phase of development, driven by changes in gambling advertising legislation and global trends in corporate responsibility, digitalization, and sustainable development.

The end of its long-standing partnership with Betway in 2021 opened up new opportunities for the club to build a modern, ethical, and flexible sponsorship portfolio.

In July 2023, West Ham announced a new title deal with Scope Markets, a global financial broker specializing in online trading. This partnership symbolizes the club’s shift away from betting and toward the technology and financial sectors.

  • The Scope Markets logo appeared on the first team’s jerseys.
  • The contract is estimated to be worth approximately £4–5 million per year (according to unofficial sources).
  • The agreement includes joint digital campaigns, educational materials on investing, and special content for fans.

West Ham has thus become one of the first Premier League clubs to drop a gambling company as its title sponsor, ahead of the formal ban in 2026.

Other key partners (2020–2025)

  1. Umbro – technical partner
  • West Ham has been working with Umbro for several seasons, which provides the team with kits, equipment, and fan merchandise.
  • The shirt designs regularly receive positive feedback from fans, especially the retro styling with elements of the club’s heritage.
  • Umbro also actively supports the women’s and youth teams.
  1. JD Sports
  • One of the UK’s largest sportswear retailers is the club’s official retail partner.
  • JD Sports helps distribute official club merchandise not only in physical stores but also through large-scale online channels.
  • The partnership includes fan promotions, prize draws, and limited edition drops.
  1. Lyca Mobile, Monster Energy, Heineken, and others
  • West Ham has expanded its pool of partners, focusing on global brands with large fan bases.
  • An important feature is the signing of regional agreements in the US, Asia, and Africa, which allows marketing to be adapted to local markets.

Exclusive partnerships

In addition to title and technical sponsors, West Ham United is actively developing exclusive and regional partnerships that help the club enter new markets, attract a global audience, and deepen its connection with fans around the world. This strategy allows the club to form local alliances with influential brands in specific regions while simultaneously implementing innovations through technological partnerships.

Since the 2010s, West Ham has been actively building partnership networks in various parts of the world, especially in regions with high potential for growth in football audiences:

  • West Ham has expanded its partnerships with brands in the sports nutrition, mobile communications, and e-commerce sectors targeting North American audiences. In 2023, the club opened an official fan hub in Miami, organized fan meetings, and held educational football camps for children. 
  • After collaborating with SBOBET, the club has continued its engagement with the Asian market. For example, in 2022, West Ham signed an agreement with M88 Mansion (in Asia) to create local content, including analytical shows and exclusive player interviews translated into various languages (Vietnamese, Indonesian, Chinese). 
  • An agreement with Mozzart Bet (2021) opened the door to the African market for the club. Together with its partner, the club launched social initiatives in Kenya and Nigeria, including the supply of football equipment to local schools and clubs.

Such regional sponsorships allow West Ham to flexibly adapt its marketing to cultural contexts while expanding its international fan base.

In line with global digital trends, West Ham is integrating innovative partnerships with technology brands to:

  • improve the fan experience;
  • take engagement to Web 3.0;
  • create new sources of monetization.
  1. Socios.com (2020)
  • The agreement with the Socios platform allowed the club to launch its own fan token, $WHU.
  • This has enabled fans to vote in polls, receive exclusive gifts, and engage with the club on a new level.
  • The crypto partnership made West Ham one of the first English clubs to enter the blockchain economy.
  1. Grabyo, StreamAMG, and others
  • These technology partners help optimize the club’s video content, especially for foreign markets.
  • Thanks to these platforms, West Ham creates quick clips from matches, interviews, and reviews — everything to engage digital audiences on YouTube, TikTok, and Instagram.
  1. Esports and gaming
  • The club has its own esports team in FIFA tournaments and collaborates with brands associated with gaming accessories.
  • This allows it to attract a young audience and position the club as a modern sports brand.