Contract details
Start date:
End date:
Status:
2023
2024
Sleeve partner
Inventory:
Leagues and Tournaments:
JD Sports and West Ham United: Sleeve Sponsorship and Digital Engagement
On June 30, 2023, JD, a global leader in sports and fashion retail, was unveiled as the Official Sleeve Partner of West Ham United. The partnership kicked off with the 2023/24 season, marking a new chapter in JD’s sports sponsorship portfolio.
⚒️ x 👑
— West Ham United (@WestHam) June 30, 2023
We are delighted to announce @JDSports as our new Official Sleeve Partner 🤝
JD’s Presence on West Ham Jerseys and Beyond
As part of the agreement, JD’s logo is prominently displayed on the sleeves of jerseys for West Ham’s men’s, women’s, and academy teams. This branding extends to all official kits, showcasing JD’s commitment to broad visibility. Additionally, JD’s partnership includes LED advertising within the London Stadium during Premier League matches and the use of West Ham’s international marketing channels to engage fans worldwide.
This collaboration aligns with JD’s ambitious global growth strategy. From its origins in Bury, Greater Manchester, JD has grown to operate over 900 stores across 21 countries, offering an enhanced consumer experience in both physical and digital spaces.
Promoting West Ham’s New Home, Away and 3rd Kits
In July 2023, JD actively promoted West Ham’s new home kit to fans. The design paid homage to the club’s heritage, reminiscent of kits from the 1960s and 1970s. Featuring a crew neckline, short sleeves, and ribbed detailing, the kit combines classic aesthetics with modern functionality. Lightweight polyester material ensures breathability, making it suitable for both matchday stands and everyday wear. The kit is completed with the iconic Umbro logo and the embroidered Hammers crest.
JD’s involvement in marketing the kit highlights its role not just as a sponsor but as an active partner in connecting fans with the club’s legacy.
Celebrating the Partnership with Iconic West Ham Fans
In November 2023, JD launched the “JD Club Kings” project, a creative campaign blending football and gaming. The initiative involved players from Celtic, Leeds, Sevilla, Torino, Union Berlin, and West Ham competing in challenges within EA Sports FC 24. The players created a Pro Club and tested their skills in scenarios inspired by their real-life positions on the field.
Representing West Ham United were goalkeeper Alphonse Areola and forward Mohammed Kudus. The project engaged fans through digital platforms, showcasing how football stars adapt their skills in the gaming world, further strengthening JD’s connection with sports culture.
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