Source: Insider Sport
In a world where sponsorship must be more than skin-deep, the 11-year partnership between Lyca Mobile and West Ham United offers a compelling case study in how football sponsorship can evolve from visibility to values—and deliver lasting impact in the process.
Beyond the Billboard: Building Bonds in East London
Where many partnerships stop at logo placement, Lyca and West Ham have pushed further—embedding themselves in the heart of East London, one of the UK’s most diverse and vibrant communities. This partnership has become an ecosystem of engagement, built on aligned values, deep local understanding, and mutual investment in people.
From the grassroots Lyca Mobile Cup to the co-branded Hotspots food series, this relationship isn’t chasing relevance—it’s cultivating it, authentically and over time.
“It’s no longer enough to simply have branding in the stadium,” said Prem Sivasamy, Deputy Chairman of Lyca Mobile Group in an interview with Insider Sport. “Fans expect brands to contribute and be part of something bigger.”
From Impressions to Impact
This long-term strategy isn’t just noble—it’s commercially sound. By embedding into the community, Lyca has seen:
- Increased brand loyalty across diverse demographic groups
- Higher customer retention driven by emotional connection
- Greater brand resilience, built on genuine local visibility and participation
While most sponsorships chase metrics like reach or frequency, Lyca and West Ham have been building trust—arguably the most valuable brand currency in today’s market.
The Lyca Mobile Cup: More Than a Tournament
What began as a simple youth football competition has grown into a celebration of diversity, integration, and opportunity. The Lyca Mobile Cup now serves as a launchpad for aspiring players and coaches from underrepresented communities.
It represents a new kind of sponsorship outcome—where football is the gateway, but community development is the true prize.
At 365247 Consultancy, we believe the Lyca–West Ham partnership reflects the future of sports sponsorship—long-term, hyper-local, emotionally resonant, and socially responsible.
Here’s what forward-thinking brands and clubs should take away:
Align Values Before Assets – Visibility is cheap. Purpose is priceless. Start with shared values and build up.
Go Deep, Not Just Wide – Pick fewer initiatives and do them brilliantly, consistently, and visibly in the local community.
Measure Connection, Not Just Clicks – Don’t just track digital impressions. Track human ones: loyalty, relevance, and retention.
Think in Years, Not Seasons – The true ROI of community-led sponsorship only compounds over time. Build for legacy, not for headlines.
At 365247 Consultancy, we design and execute sponsorship strategies that move beyond logos—into lives. Whether you’re a brand, club, or rights holder, we help craft partnerships rooted in authenticity, cultural alignment, and social impact.
Book your introductory call here.
Let’s create partnerships that matter—and endure.
