West Ham United has announced a new multi-year commercial agreement with specialist insurance brokerage Lilley Plummer, marking a significant step in the club’s evolving partnership strategy and signaling a fresh chapter in aligning with brands rooted in ambition, expertise, and East London identity.
The deal sees Lilley Plummer named the official insurance partner for both West Ham United’s men’s and women’s first teams. As part of the agreement, the firm’s branding will feature prominently on the sleeve of first-team training wear, boosting brand visibility both on the training ground and across global media platforms.
Founded in 2016, Lilley Plummer has developed a reputation for handling complex, bespoke insurance solutions across both corporate and high-net-worth client bases. With a flair for the unconventional and a track record of solving the industry’s more abstract coverage needs, the firm has emerged as a standout name in the broking world—qualities that align with West Ham’s own spirit of resilience and innovation.
The partnership extends far beyond logo placements. Lilley Plummer will activate across multiple touchpoints—gaining global reach through West Ham’s digital ecosystem, presence at the London Stadium and training facilities, and season-long activations designed to integrate the brand into the rhythm of the club and its fanbase.
The firm will also join the Hammers Business Network, West Ham’s premium commercial ecosystem, allowing direct engagement with fellow club partners and business stakeholders—a move that could position Lilley Plummer to scale even further within the financial services landscape.
This partnership comes at a transformative time for the insurance firm, which was acquired by Goldman Sachs in 2024. The collaboration with West Ham United represents both a brand-building milestone and a strategic platform for continued growth in London and beyond.
Strategic Synergy and Shared Values
Both parties have spoken about the natural alignment between West Ham’s footballing heritage and Lilley Plummer’s entrepreneurial journey. The partnership reflects shared values of performance, precision, and community—underpinned by a commitment to excellence both on the pitch and in the boardroom.
This alliance reflects a growing trend across sport: partnerships that go beyond visibility and instead act as commercial accelerants—building brand credibility through authenticity, relevance, and aligned ambition.
365247 Take:
This isn’t just a sleeve deal. It’s an example of how smart clubs are leveraging every square inch of their commercial footprint, and how modern financial services brands are looking to sport as both a storytelling canvas and a strategic growth engine.
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IMAGE: West Ham United
