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New London Stadium naming rights partner mooted as West Ham tipped to lock in ‘£15-20m’ deal
West Ham United have a lot of work to do this summer if they are to get back to the heights they reached in previous years.
The Hammers finished a lowly 14th in the Premier League table and have once again missed out on European football.
In addition, West Ham also have some thinking to do behind the scenes, with new signings needed along with commercial opportunities being sought.
Adam Williams, TBR Football’s Head of Football Finance and Governance Content, discusses two ways in which the Hammers can earn additional revenue.
West Ham tipped to earn £15-20million per year via London Stadium naming rights
West Ham are reported to have agreed a one-year front-of-shirt sponsorship deal with betting company BoyleSports.
The has reported that the deal is worth £12million and will last until next summer, when the ban on front-of-shirt sponsorship deals with betting companies will kick in.
Williams predicts West Ham will look to a longer-term front-of-shirt sponsorship deal locked in next year, after which they could finally turn their attentions to naming rights for the London Stadium.
“I think there are parallels between what Silvio Berlusconi and Rupert Murdoch did with embedding TV into the architecture of football and what the betting industry have done in the last few decades,” Williams told TBR Football.
“Ultimately, banning front-of-shirt betting sponsors isn’t going to touch the sides in terms of the visibility of brands like Betway and BoyleSports. They are still going to be absolutely everywhere you look in football, just not on the front of your club’s shirt.
“From West Ham’s perspective, looking at it through a purely commercial lens, I can see why they’re partnering with another brand like BoyleSports.
“There is a reason that over half of Premier League clubs have sponsors in this industry – they pay the most. For West Ham, if they can get one more season of value out of it before the ban comes into force, they’re always going to do that.
“From 2026-27 onwards, I suspect they will look to get more of a long-term arrangement locked in. Increasingly, we’re seeing the clubs who I would argue see themselves as premium brands strike much longer deals than they would have done historically. These can be as long as 10 years in some cases.
“Once they are in position to do that, maybe they will finally be able to work on a naming rights deal too.”
READ MORE: West Ham ‘favourites’ to sign England international ahead of Leeds United and Newcastle
West Ham tipped to earn £15-20million per year via London Stadium naming rights
Williams has predicted that naming rights for the London Stadium could yield £15-20million per year, depending on performance and other commercial factors.
“Ultimately, the naming rights deal is in the hands of LLDC, the company that owns the Olympic Park,” he said.
“West Ham have had a very testy relationship with LLDC and have been to court with one another on more than one occasion. But it’s in both of their interests to sort a naming agreement out.
“They aren’t going to get a huge fee for that and LLDC are entitled to the first £4million of any deal plus 50 per cent on top of that, but it might be an extra £1-2million annually for the club.
“I don’t see why they couldn’t get £15-20million per year. At least, I think that’s what the headline figure could be. The final value would be based on performance and other more complex commercial factors.”
In terms of PSR, have predicted that West Ham could have lost £95million in 2024-25 and remained PSR-compliant.
“They are in little danger – and, with their accounting year-end falling on May 31, their lack of activity recently is reflective of as much,” they wrote.