West Ham face £7m shirt sponsor blow after Premier League relegation
West Ham United could see their front-of-shirt sponsorship value drop by up to £7million if they are relegated this season.
That is according to sports business expert Lukasz Baczek, who exclusively told Football Insider the Hammers would likely only be able to command around £3-4m a year for the property in the Championship.
It comes after Football Insider revealed on Saturday (28 March) West Ham hope to agree a £10m deal for next season.
The Irons are understood to have held talks with the Tourism Authority of Thailand about the ‘Amazing Thailand’ logo featuring on the front of their shirts in 2026-27.
However, West Ham’s commercial appeal will be significantly lower if they fail to secure their Premier League status, with Nuno Espirito Santo’s side currently sitting in the relegation zone.
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VISIT THE WEST HAM FINANCE HUBHow West Ham could agree new gambling sponsorship
West Ham are being forced to pursue a new front-of-shirt sponsorship ahead of the ban on gambling sponsors coming into effect next season.
The east London club agreed a deal with BoyleSports last summer, with the Irish betting firm believed to be paying around £10m for this season’s partnership.
| Financial Metric | 2023-24 | 2024-25 |
| Total Revenue | £270m | £228m |
| Commercial Revenue | £58m | £56m |
The Hammers are one of 11 current Premier League clubs to feature a gambling sponsor on the front of their shirts.
It means a battle is currently ongoing to land a lucrative deal with reputable brands ahead of the ban.
However, West Ham would be able to reach an agreement with another betting firm should they be relegated to the Championship.
Baczek insisted a bookmaker would be willing to cover the £3-4m annual fee for the Irons’ shirt sponsorship if they drop out of the top flight.
Why West Ham are facing uncertainty after £100m+ loss
West Ham’s financial situation has been heavily scrutinised in recent weeks after posting their latest accounts in February.
The documents revealed the Hammers’ revenue dropped from £270m in 2023-24 to £228m after finishing 14th in the Premier League last season.
Commercial income dipped slightly from £58m to £56m, while broadcast revenue plummeted from £167m to £132m and matchday fell from £45m to £39m at the London Stadium.
The most concerning number in the accounts was West Ham’s £104m pre-tax loss last season, having posted a £57m profit in 2023-24.
That figure is expected to create issues for the club moving forward if they are unable to retain their Premier League status this season.
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