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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.”

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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.