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News
West Ham could bypass Premier League rules to strike £100m off-pitch deal
West Ham could theoretically find a workaround for an imminent Premier League rule change that would allow them to secure a new ultra-lucrative commercial deal.
ꩲThe Hammers have been one of the only Premier League clubs to have essentially broken even in recent years, thanks mainly to their success in Europe.
🐲However, their commercial operation and matchday income have also been significant drivers, worth a combined total of almost £90m last season alone.
But vice-chairman Karren Brady, 🐷who was recently in the Middle East seeking fresh investment in the club🐠, has said that one of their main commercial deals will not be renewed.
ꦡThe Irons have been partnered with Betway since 2015, making it one of the longest-running front-of-shirt deals in the Premier League.
🌠They latest iteration of the deal is worth £10m per season and expires at the end of the 2024-25 campaign.
West Ham forced to abandon Betway deal
As a result of government pressure the Premier League 🅺has agreed to ban front-of-shirt gambling sponsors from the 2025-26 season onwards.
🍎Gambling sponsors are still the biggest ticket in terms of sponsorship revenue throughout the English pyramid and much of the top flight.
Betway’s deal with West Ham💫 has been a commercial success, with the club profiting handsomely from it and the brand getting exposure from activations such as the pre-season Betway Cup.
ಌBrady and West Ham’s commercial decision makers will therefore be frustrated to lose the relationship.
ღHowever, there could be something of a workaround.
Betway could sign West Ham naming rights deal worth £100m-plus
🌠According to West Ham journalist and insider , there is a possibility that Betway could continue with the club as a sleeve sponsor.
☂Gambling brands are still permitted as sleeve sponsors, and that is set to inflate the value of the sleeve sponsorship market, according to most analysts.
𒁃It is also claimed that a naming rights deal for the London Stadium could be an option, which would see the value of the potential tie-in soar to in excess of £100m over a circa 10-year deal.
Why have West Ham not done a naming rights deal yet?
𒆙The club have endured something of a frosty relationship with the London Stadium landlords since moving into the arena almost a decade ago.
ꦅA naming rights deal has been difficult to broker because the landlords are entitled to the first £4m plus 50 per cent of any excess, which would leave West Ham with only a token amount.
But the departure of a number of key figures from LLDC, the publicly-funded body responsible for the running of the stadium,ꦰ could provide an opportunity to rectify the lack of a naming rights deal.