By Kieran Maguire

26th Sep, 2021 | 11:58am

Kieran Maguire: West Ham in 'strong negotiating position' as new deal agreed

West Ham are in a “strong negotiating position” and have likely secured maximum value from their latest commercial deal.

So says finance expert Kieran Maguire, speaking exclusively to Football Insider after the Irons renewed their deal with Soccer Supplement.

As announced by West Ham on 17 September, the nutritional brand will continue to advertise and provide sports aids at the London Stadium.

The Hammers signed a two-year deal with Soccer Supplement in August 2019, shortly after they finished 10th in the Premier League.

David Moyes’ side placed 6th last term and qualified for the Europa League group stages.

Maguire claims the added exposure of European competition means that West Ham will have negotiated improved terms with Soccer Supplement.

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He told Football Insider correspondent Adam Williams: “They are in a strong negotiating position, stronger than they were last year.

“If you are trying to sell your brand to a potential partner, it is all about exposure. European competition certainly delivers on that front.

“With the club in the Europa League, you get more matches in more markets across Europe. That means there are more eyeballs on your product.

“Therefore, the club can leverage on that in terms of the price that the sponsor is willing to pay.

West Ham got their Europa League campaign underway with a 2-0 win away to Dinamo Zagreb on 16 September.

Their next match in Group H is against Rapid Vienna at the London Stadium on 30 September.

In other news, pundit tips West Ham to sign striker “like Michail Antonio” in January.