In a significant shift in its commercial operations, West Ham United is set to join forces with global sportswear brand New Balance as its official kit supplier, starting with the 2026-27 season. This long-term partnership will span five years and will see New Balance take over from Umbro, the club’s technical partner since 2015.
The decision follows a recent competitive tender process run by the East London club’s commercial department, aimed at securing a fresh technical partner ahead of the 2026 season. Despite speculation linking West Ham with Castore — the fast-growing UK-based sportswear label — the Hammers ultimately chose to strike a new path with New Balance.
End of an Era with Umbro
Umbro has been a familiar presence on West Ham kits since the 2015-16 campaign, but their agreement is set to conclude at the end of the 2025-26 season. During this time, the club experienced both highs and lows, including a notable UEFA Europa Conference League triumph. The transition marks a strategic step forward as West Ham seeks to modernize its commercial partnerships and align with a global brand that offers increased international exposure.
Castore Misses Out
This development also deals a blow to Castore, which had hoped to secure West Ham as part of its expanding Premier League portfolio. Castore’s bid was tied to a 2024 sub-licensing agreement with GL Dameck, the UK distributor for Umbro. This agreement grants Castore the rights to pursue clubs currently partnered with Umbro once those contracts expire, across several European markets. However, West Ham opted to explore other options, bypassing Castore altogether.
Castore currently supplies kits to Premier League side Everton and is also associated with Burnley, who will be back in the top flight for the 2025-26 season. However, it has recently seen a decline in top-tier affiliations, with clubs like Aston Villa, Newcastle United, and Wolves opting for new partners, including Adidas and the Fosun-owned brand Sudu.
A Premier League Comeback for New Balance
This new partnership marks New Balance’s re-entry into the Premier League kit supplier market after a controversial exit in 2020. The American brand previously held the technical rights to Liverpool FC from 2015 to 2020. However, their relationship ended in legal dispute when New Balance attempted to retain the contract under a renewal clause, only to be replaced by Nike. The UK High Court ultimately sided with Liverpool, citing Nike’s global marketing strength and roster of high-profile ambassadors as decisive factors.
Ironically, Liverpool will part ways with Nike at the end of the 2024-25 season and has already confirmed a return to Adidas — a move that underscores the fluid nature of elite-level kit sponsorships.
Expanding Presence Across Europe
West Ham’s new agreement follows another recent win for New Balance in European football. Earlier this year, Bayer Leverkusen announced that it would switch to New Balance kits beginning in the 2025-26 season, terminating its existing deal with Castore a year early. This decision ended Castore’s brief foray into the Bundesliga, which began in 2022.
New Balance is also returning to Italy’s top flight, having recently secured a deal with Serie A side Atalanta starting in the 2025-26 season. The brand will replace Joma, who had been Atalanta’s supplier since 2017. This move strengthens New Balance’s presence in one of Europe’s most competitive leagues and reflects the company’s ambition to expand its football footprint.
Previously, New Balance had a presence in Serie A through its partnership with AS Roma, which ended in 2023 after another legal dispute — this time at the International Court of Arbitration — when Roma moved to Adidas.
What This Means for West Ham
For West Ham, the deal with New Balance signals a commitment to aligning with globally recognized partners as the club continues to grow both on and off the pitch. The five-year agreement is expected to not only provide increased revenue but also enhance the club’s merchandise distribution and international brand visibility.
As the countdown to the 2026-27 season begins, fans can expect a fresh design direction for their kits — one shaped by New Balance’s signature style and growing presence in elite football.
Image – Getty Images
