One season. One deal. One final bet.
West Ham United are reportedly replacing Betway with Irish bookmaker BoyleSports as their main shirt sponsor for the 2025–26 season, in a one-year agreement worth ~£12 million. This marks the final chapter in Premier League clubs’ ability to feature gambling brands on the front of shirts, with the league’s voluntary front-of-shirt betting sponsor banset to kick in from 2026–27.
The Gamble Before the Ban
The move has stirred debate — not just because of the ban’s looming implementation, but because of the context surrounding the club and player Lucas Paquetá, currently embroiled in a spot-fixing investigation.
Ironically, it was Betway, West Ham’s outgoing sponsor, who flagged the suspicious betting patterns that sparked the FA’s investigation into the Brazilian midfielder. In light of this, West Ham’s decision to onboard another gambling sponsor has drawn sharp criticism.
The Backlash
Anti-gambling advocacy groups have been quick to condemn the decision.
Will Prochaska, director at the Coalition to End Gambling Ads, stated:
“The modern gambling industry has poisoned football, and teams like West Ham have lost their moral compass… That the club, despite this background, is replacing one gambling sponsor with another shows that they have not learned anything.”
Despite the noise, both West Ham and BoyleSports have declined to comment beyond confirming Betway’s departure was unrelated to the Paquetá situation.
What This Means for the Industry
This deal — and the backlash — is more than just a sponsorship headline. It underscores a wider shift in the commercial and ethical climate of football. As betting sponsors exit the main shirt inventory:
- Clubs must rethink revenue strategies beyond gambling.
- Global consumer-facing brands (fintech, travel, lifestyle, Web3, health-tech) will be eyeing opportunities to take over prime inventory.
- Short-term bridge deals like BoyleSports’ may become common in 2025–26 as clubs plan their post-betting sponsorship era.
Clubs like West Ham are in a critical transition phase — balancing commercial needs with public scrutiny. As the Premier League reshapes its sponsorship landscape, here’s our advisory view:
- 2025–26 is your transition year. Plan 2026–27 now. Build long-term brand partnerships that align with club values, fan culture, and futureproof regulations.
- Don’t just replace betting. Reimagine inventory. Build layered partnerships — from sleeve and training kits to digital content rights and fan engagement platforms.
- Bring your shirt to life. Your front-of-shirt sponsor should be more than a logo — they should be a story, a lifestyle, a brand fans relate to.
Want to Future-Proof Your Sponsorship Strategy?
At 365247 Consultancy, we help clubs, rights holders, and brands re-engineer their sponsorship model in line with shifting regulations and rising fan expectations.
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