Exclusive: West Ham to land £10m annual windfall after deal agreed
West Ham are likely to earn around £10million a year from their sponsorship deal with New Balance, sources have told Football Insider.
The Hammers’ kits have been supplied by Umbro, which also has agreements with Bournemouth, Ipswich Town and Brentford, since the 2015-16 season.
SportBusiness reported on 2 May West Ham have declined the option to sign a deal with Castore in favour of a long-term contract with New Balance from the 2026-27 campaign.
Castore agreed a deal with Umbro last year that will see clubs continue to wear Umbro kits until their contracts run out after which Castore holds the exclusive rights to agree a deal with those teams.
However, London Stadium chiefs have turned down that opportunity after reportedly agreeing a five-year deal with New Balance, which previously supplied Liverpool’s kits between 2015 and 2020.
West Ham’s current deal with Umbro is worth around £7million a season.
Sources have told Football Insider the New Balance deal is likely to be worth around £10million a year, with incentives built into the agreement to potentially add more value for the east London club.
Manchester United’s £90million-a-year deal with Adidas is the most lucrative kit manufacturer deal in the Premier League.
West Ham chief could replace Karren Brady
The Hammers’ agreement with New Balance comes at a time when they have been making efforts to increase their commercial revenue.
West Ham posted a record-breaking revenue last season after their turnover surged from £236.7million in 2022-23 to £269.8million.
The club improved their commercial income from 35.1million in 2022-23 to £41.9million, while their matchday revenue grew from £40.9million to £44.6million.
Nathan Thompson is the man behind West Ham’s recent sponsorship success after spearheading their commercial operations over the past few years.
There have been suggestions Thompson could replace vice-chair Karren Brady in the future after he’s recently been appointed as an executive director at the London Stadium.
| Manufacturer | Years |
| Fila | 1999 – 2003 |
| Reebok | 2003 – 2007 |
| Umbro | 2007 – 2010 |
| Macron | 2010 – 2013 |
| Adidas | 2013 – 2015 |
| Umbro | 2015 – present |
West Ham ready big summer overhaul
Football Insider revealed on 28 April West Ham are preparing for another big overhaul ahead of the summer transfer window.
The Hammers could allow several first-team stars to leave as they look to fund a new wave of signings and back Graham Potter.
The West Ham boss has failed to turn the club’s fortunes around since replacing Julen Lopetegui in January, with his side currently sitting 17th in the Premier League table.
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