October 29 – West Ham United fans will have the chance to exchange old kits for new ones at a special ‘shirt swap’ event run by the club’s principal partner, Boyle Sports, before their Premier League clash with Newcastle United on November 2.
The partnership will dish out a limited number of free kits – but those what miss out on the freebies can still trade in their old shirts for up to £30 off a 2025/26 replica, redeemable at the West Ham Stadium Store. The trade-ins will be processed through Birl’s online portal, part of the club’s ongoing sustainability partnership with the recycling company.
All donated shirts will be recycled or repurposed by Birl into new West Ham-themed apparel and accessories, as part of an effort to reduce textile waste and promote circular fashion within football.
The initiative helps with the club’s eco-conscious push to recycle, while replacing old West Ham shirts with versions adorned with their sponsor.
West Ham were the first Premier League club to partner with Birl, introducing the exchange scheme ahead of the 2025/26 season, encouraging English football to push toward “more sustainable fan engagement and merchandise practices”.
Commenting ahead of the activation, Liam McKee, head of sponsorship at Boyle Sports said: “Our relationship with West Ham is built on passion, pride and community – and that’s what the Shirt Swap market stall is all about. We want to give fans a chance to get their hands on the new shirt, show off their passion and do something positive for the planet.
“From giving away scarves at the first home match of the season, to taking over Stratford Station and our branded taxis providing transport for fans, we’ve loved being part of the matchday experience and the Shirt Swap takes that to another level.”
Contact the writer of this story, Harry Ewing, at [email protected]