West Ham United and Betway: A Comprehensive Partnership

On February 6, 2015, West Ham United announced a landmark sponsorship deal with Betway, a leading online gambling platform. This long-term agreement, the largest in the club’s history at the time, positioned Betway as the club’s principal sponsor. The Betway logo was prominently displayed on the front of all senior team shirts and training gear, as well as on the naming rights for the West Stand at the Boleyn Ground stadium.

The partnership began during an exciting period for West Ham, as the club prepared for its final season at the Boleyn Ground before moving to the Queen Elizabeth Olympic Park in 2016.

We are delighted to announce @betway as our new principal partner. Our new shirts are ready for Sunday #COYI pic.twitter.com/GAVXwWBSG3

— West Ham United (@WestHam) February 6, 2015

Key Initiatives and Milestones of the Partnership

Shirt Updates for Fans

On February 23, 2015, West Ham introduced a program allowing fans who purchased 2014/15 season replica shirts to update them with the new Betway logo for free at the club’s official stores.

Support for Charities: The DT38 Foundation

Betway demonstrated its commitment to community causes with initiatives like donating winnings from a £250 charity bet during a March 2015 horse race to the DT38 Foundation. The foundation was established in memory of Dylan Tombides, a former West Ham Academy player who passed away from testicular cancer in 2014. Betway continued to support DT38 through various activities, including shirt sponsorships during pre-season matches in 2017 and 2023.

Fan Engagement and Competitions

In April 2015, Betway equipped a group of West Ham fans with new gear to compete in the IFA London Cup. The fans went on to win the tournament, with Betway’s support becoming a source of motivation.

Later that year, Betway sponsored the annual pre-season Betway Cup, featuring West Ham and guest clubs from Europe. This tournament became a fixture of the club’s pre-season preparations.

In August 2015, Betway organized a Fans Forum, offering supporters an opportunity to engage directly with manager Slaven Bilic and players such as Aaron Cresswell and Carl Jenkinson.

Innovations in Fan Experiences

Interactive Matchday Activities

In September 2016, Betway launched an innovative matchday tradition by installing touchscreen kiosks at the stadium, allowing fans to predict match outcomes and win prizes, including a £5,000 jackpot.

The Betway Academy of Football

Betway collaborated with the club in 2016 to create “The Betway Academy of Football,” a series aimed at improving fans’ football skills with guidance from West Ham players and coaches. The initiative also included content posted on Betway’s YouTube channel, featuring entertaining challenges and behind-the-scenes moments with players.

Esports Collaboration and International Engagement

Esports Challenge

In February 2018, Betway organized the Betway eSports Challenge, a collaboration between West Ham and the Ninjas in Pyjamas esports team. This marked the first partnership of its kind between a football club and an esports organization.

Global Talent Search

In November 2016, Betway and West Ham conducted a football talent search in Kenya, offering aspiring players aged 18-25 a chance to train at West Ham’s facilities. The winners, Mark Ntiva and Moses Gitau, trained at Rush Green and attended a Premier League match.

Partnership Extensions and Responsible Gambling Initiatives

In May 2019, West Ham and Betway extended their partnership through the 2024/25 season.

West Ham United is delighted to announce the largest partnership deal in its history, renewing the agreement with @betway as the Club’s principal partner. https://t.co/TADG4LUUxF

— West Ham United (@WestHam) May 24, 2019

Betway’s logo continues to feature on all senior team jerseys and training gear, while the bookmaker remains an active participant in Responsible Gambling Week, promoting safe gambling practices.

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