West Ham renews Lycamobile partnership

English Premier League football club West Ham United has extended its partnership with mobile virtual network operator Lycamobile.

The east London-based company first partnered with West Ham in 2012. Since then, Lycamobile has worked with the West Ham United Foundation on youth-focused initiatives such as the annual Lycamobile Cup for schoolchildren.

The length of the new deal was not disclosed but it is set to at least cover the 2018-19 Premier League season, which got underway last weekend.

Karim Virani, West Ham’s commercial and digital director, said: “Their support and drive to continually deliver an amazing experience for the local community through the Lycamobile Cup shows exactly how impactful a partnership can be.

“With huge plans to continually evolve and develop the Lycamobile Cup to come, it’s going to be an extremely exciting time for our club and Lycamobile’s partnership.”

Most recent

The partnership is understood to be a three-season deal, from 2019-20 to 2021-22, and builds on AXA’s existing Global Partner agreement with Liverpool.

The deal is the largest ever sponsorship investment in UK women’s sport and comes less than a year after the league went fully professional in September 2018.

Under the five-year global deal, Oppo will become the first Official Smartphone Partner of The Championships, Wimbledon, as the event is officially known.

US sportswear brand Nike is paying about $7.5m (€6.7m) per year to sponsor China’s League of Legends Pro League (LPL), according to industry sources.