West Ham has given its nod to prolong the partnership with Betway, which is the largest sponsorship deal for the club since its inception. The agreement is worth over £10 million per year. It is way above the previous £6m deal agreed upon by the Hammers with the bookmakers.
The new terms were given the nod in the wake of the club’s decision to shift to London Stadium, with Betway eyeing more signage in the new ground.
Worth more than £10m, this deal marks the 7th highest in history of the Premier League and puts West Ham ahead of Sunderland and Southampton. The Hammers still are behind Tottenham, the entity which signed a £16m deal with AIA, a Chinese insurance firm.
Betway have worked as shirt sponsors of the Hammers since February 2015. They will continue to do so until 2020. This is owing to what West Ham says is a “significant extension”.
Karren Brady, the Vice-chairman, said they are delighted to extend the association with Betway, signing the largest commercial deal through the process. Brady added that the club has grown faster than other popular Premier League clubs in the last couple of years. Now, Betway, which is a forward-thinking and an equally ambitious brand, wants to be a part of this success. This is definitely a good sign for both parties.
Brady also said that Betway has been with the club for the past two years and more will come their way after moving into their new home. The revenue obtained from this deal will later get reinvested in the playing squad, enabling the club to taste greater success in the long run.
Betway’s Marketing Director Anthony Werkman said the company is excited to renew the agreement with a club like West Ham United, which is a prominent team in English football. He added that ever since Betway became the principal sponsor of West Ham in 2015, the alliance has turned out to be good for both the entities. This is further corroborated by the fact that they were keen to renew the deal and that too, for a long period.
This deal comes a week after the bookmakers apologized to the club as well as Michail Antonio for an offensive tweet in their official account, which called the twenty something player “an accident waiting to happen”.