May 28 – Online bookmaker Betway has renewed its shirt sponsorship of West Ham for a further six years, an unusually long term for a betting company sponsorship which often are secured on one-season renewable deals.
Betway took over as the club’s principal partner in 2015 and since then has worked on a range of marketing and social initiatives with the club including the Betway Academy, Betway Fan Taxi and West Ham Supermarket Sweep.
The betting firm says the West Ham partnership has been “transformative” for its business.
Anthony Werkman, CEO of Betway, said: “Our partnership with West Ham United has been a huge success over the past four years and we are proud to be extending it by another six.
“They are a club with one of the most passionate fanbases in the game, who we have built up a strong relationship with by giving them some unforgettable experiences and memories.”
For West Ham the deal breaks previous sponsorship records and comes as the club puts behind it the teething problems of its 2016/17 move to London’s Olymopic Stadium (now renamed the London Stadium).
Karren Brady, West Ham United Vice-Chairman, said: “After working together successfully for four years, this is a new, long-term, record-breaking commercial deal for the Club, which shows the faith that Betway has in West Ham United and our iconic global identity which has seen us recognised as one of the world’s biggest football brands.
No value was given for the renewal.
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