West Ham United have confirmed that BoyleSports will continue as their front-of-shirt sponsor despite the club’s relegation to the Championship.
The Ireland-headquartered operator’s logo will feature on the men’s and women’s home, away, and training kits, extending a deal that began last season.
West Ham were relegated on the final day of the 2025/26 Premier League season, a result that saw Tottenham Hotspur survive at their expense.
The partnership is now considered arguably the biggest front-of-shirt gambling sponsorship deal currently active in English football.
The timing is significant, as the voluntary front-of-shirt ban for gambling companies on Premier League kits comes into effect from the start of the 2026/27 season.
Several bookmakers have been exploring alternative marketing routes in English football, with Betway reportedly in talks with Manchester United over a training kit deal.
BetMGM is already Tottenham Hotspur’s front-of-trainingwear partner, illustrating the shifting landscape of gambling sponsorship in the top flight.
West Ham’s last Championship stint came in 2011, and since then the club has achieved six top-half Premier League finishes, won the Europa Conference League, and relocated to the London Stadium.
The club is also navigating significant off-field change, with Vice-Chair Karen Brady stepping down in April and Joint-Chair David Sullivan departing in June amid serious historic allegations.
Czech billionaire Daniel Kretinsky recently finalised a deal to become the club’s largest shareholder following an agreement with the family of David Gold.
West Ham United’s Interim Chief Executive Officer Karim Virani said: “We’re delighted to have BOYLE Sports continue as our front of shirt partner as part of the multi-year Principal Partnership.”
BoyleSports Chief Executive Officer Vlad Kaltenieks expressed genuine enthusiasm for the partnership continuing in the second tier of English football.
“I think the club being in the Championship is hugely exciting as well,” Kaltenieks said, pointing to the club’s loyal support base as a key attraction.
“The club has such a wonderful story and they have such a strong and supportive fanbase, and to continue to support that is fantastic,” he added.
Kaltenieks also acknowledged the disappointment of relegation while framing it as motivation for the season ahead.
“Last season, we were rooting for them to be successful and what happened happened, but I think that’s probably going to give the club and the fans more of an injection of energy to continue to fight and to climb back,” he concluded.
