West Ham retain BOYLE Sports shirt deal despite relegation

West Ham United have confirmed BOYLE Sports will remain their front-of-shirt sponsor for the 2026/27 season following the club’s relegation to the Championship.The bookmaker’s branding will appear on the front of the men’s and women’s home, away and third shirts, as well as the club’s training wear.The agreement extends a partnership that began ahead of the 2025/26 season, when BOYLE Sports replaced Betway as West Ham’s principal partner and front-of-shirt sponsor.Premier League clubs agreed collectively to remove gambling companies from the front of matchday shirts from the start of the 2026/27 season, although betting brands can continue to appear in other inventory such as shirt sleeves and pitchside advertising.The restriction does not currently apply to English Football League clubs, allowing West Ham to retain BOYLE Sports in its existing position following their drop into the Championship.West Ham had previously been linked with a potential front-of-shirt agreement with the Tourism Authority of Thailand, which would have featured ‘Amazing Thailand’ branding.Those discussions did not lead to an agreement after the club’s relegation, leaving BOYLE Sports to continue in the principal shirt position.BOYLE Sports chief executive Vlad Kaltenieks said: “West Ham United is one of the most recognisable clubs in English football, with a proud history and a passionate fan base.“We were proud to begin our partnership last season, but this is only the start and we look forward to an exciting season ahead.”West Ham interim chief executive Karim Virani said: “We’re delighted to have BOYLE Sports continue as our front-of-shirt partner.“As we enter an exciting new era for the club and prepare for a pivotal season, it matters that our commercial partners share the same passion and drive that we have for our loyal fans.“BOYLE Sports has approached the partnership in that spirit, and we look forward to continuing to work with them.”The original multi-year partnership was announced in July 2025 as part of BOYLE Sports’ planned investment of more than £100 million in the UK over three years.The bookmaker said the programme would support its expansion in the UK market, including new retail locations, employment and increased brand activity.West Ham’s relegation has reduced the domestic and international exposure normally attached to Premier League shirt inventory, but the continuation provides the club with commercial certainty ahead of their first Championship campaign.