West Ham bulletproof amid Govt crackdown - Maguire

By Kieran Maguire

8th Apr, 2022 | 6:00pm

Kieran Maguire issues emphatic West Ham claim as £60m deal under the Government microscope

The West Ham sponsorship deal with Betway will not decrease in value despite new Government limits on gambling advertising.

That is the view of finance guru Kieran Maguire, speaking exclusively to Football Insider about the Hammers’ lucrative front-of-shirt partnership.

The sponsorship deal with Betway is worth £60million over six years, as per football.london back when it was announced in May 2019.

This makes the front-of-shirt deal the most valuable in the Premier League outside the so-called ‘big six’ clubs.

The Guardian reported on Tuesday (5 April) that the Government will ban football clubs from using players in promotional gambling material.

The likes of Betway will also be unable to use the Hammers’ stadium or football kit in adverts.

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But Maguire insists that the Irons will not take a financial hit when the time comes to renegotiate the deal.

“I don’t think the value of these deals will decrease,” he told Football Insider‘s Adam Williams.

“Betway are looking at a national audience. The players might take a small financial hit themselves, but the overall value of the deal won’t be affected.

“Beway are looking to attract eyeballs, which comes from featuring on the front of the shirt.

“Having the players is the cherry on top, but it isn’t the cake itself.”

The Hammers generated £19.4m in commercial income across the 2020-21 financial year.

David Moyes’ 6th-place side are in action away to Brentford on Sunday (10 April).

In other news, pundit suggests David Moyes will have “last laugh” after “disgraceful” West Ham controversy.