West Ham Eye Fresh Front-Of-Shirt Sponsor As BoyleSports Replacement

West Ham United are reportedly exploring a deal to sign up the Tourism Authority of Thailand (TAT) as their new front-of-shirt sponsor. Their current partnership with BoyleSports expires at the end of the season, with the Premier League changing tack on gambling sponsorships.

As of the start of next season, top-flight English clubs will be prohibited from entering into front-of-shirt sponsorship agreements with online casinos and betting sites.

However, they can continue to display the names of gambling companies on their shirt sleeves and LED perimeter boards dotted around the stadium.

Plugging new commercial avenues

While the BoyleSports arrangement was short-lived, West Ham must find new ways to increase their commercial activities off the pitch. Although no details have been disclosed about how much a deal with TAT could be worth if it comes to fruition, it is suggested that the arrangement may depend on which division West Ham are playing in next season.

As things stand, West Ham are facing a fight to salvage their Premier League status, as they are in the bottom three with seven games remaining. Nithee Seeprae, TAT’s deputy governor for marketing communications, had previously speculated a deal could be struck with the Hammers after posting on social media that the agency had held talks with the East London outfit.

Details of West Ham’s accounts also painted an interesting picture. Their revenue dropped from £270m in 2023/24 to £228m last year, and commercial income also dipped slightly from £58m to £56m over the corresponding period. More worryingly, West Ham made a £104m pre-tax loss last season, having previously recorded a £57m profit in 2023/24.

Majority of Premier League clubs in same boat

It’s not just West Ham who are in a predicament. Currently, 11 of the 20 Premier League clubs have gambling firms as front-of-shirt sponsorships. Therefore, they will be scurrying around for new deals following the conclusion of the campaign.

More worryingly, several clubs have existing deals with unlicensed sponsors. This includes Bournemouth (Bj88) and Everton (Stake), and the government intends to quash deals with black market operators. Karren Brady, West Ham’s vice-chair, previously suggested that banning front-of-shirt sponsors could see a 20% reduction in commercial revenues for clubs.

Shift in sponsorship emphasis

None of the Premier League’s traditional top six clubs has a gambling company emblazoned on the front of their shirts. Arsenal, for example, are sponsored by Emirates, which also has the naming rights to the stadium incorporated into the business partnership.

Chelsea, meanwhile, are still searching for a new front-of-shirt sponsor. However, there has been more of an emphasis towards AI and HR firms, as clubs try to pivot and maximise their appeal.

TAT deal could be more viable than Arsenal

Although West Ham’s hand has been forced due to the change in sponsorship rules, linking up with TAT could make business sense. That is according to Keith Wyness, the former Everton CEO, who believes the deal could surpass Arsenal’s ties with Visit Rwanda, which will end in May.

Speaking on a podcast, Wyness said:

“I think it’s a good match actually. Thailand and West Ham’s fan base is a good match; a bit better than Rwanda and Arsenal. I think that makes more common sense there, and I think it would work for everybody.

“Obviously, this is about Thailand trying to boost tourism. I think they wanted a London club. I think it makes sense, but it’ll definitely be staggered in terms of the bonuses, in terms of where West Ham are in Europe, or in the Championship.”