Betway renews with West Ham, breaks its own record partnership fee

Global sportsbook and casino brand Betway has paid a new record fee to extend its partnership with Premier League club West Ham.

Under the deal, Betway will continue as West Ham’s main shirt sponsor for the next six seasons, until 2024-25.

Betway signed as West Ham’s main shirt sponsor four years ago, ahead of the 2015-16 season.

The brand broke club records when it first arrived, after it paid an eight-figure fee to secure the main shirt asset.

Karren Brady, vice-chairman of West Ham, said: “After working together successfully for four years, this is a new, long-term, record-breaking commercial deal for the club.

“It shows the faith that Betway has in West Ham and our iconic global identity, which has seen us recognised as one of the world’s biggest football brands.”

Betway will continue to have extensive player access rights, which it will leverage in its original content activations such as the Betway Academy of Football, the Betway Fan Taxi and the West Ham Supermarket Sweep.

Betway’s Academy of Football is a web documentary series that follows amateur side West Ham United IFC. It is produced in partnership with Soccer AM.

The grassroots club is made up of West Ham supporters and competes in the Internet FA league against other fan sides from across the UK.

The Betway Fan taxi sees disguised West Ham players giving lifts to fans before revealing their identity, and the West Ham Supermarket Sweep gives fans the chance to ransack the West Ham official store with help from the players themselves.

The Betway renewal comes only weeks after West Ham announced a new kit supply deal with British sportswear brand Umbro.

SportBusiness Sponsorship will be publishing an exclusive analysis of West Ham’s new kit partnership later today.