West Ham told to avoid 'playacting' amid David Sullivan and Karren Brady 'sore point' - expert
West Ham United fans will see straight through the club's bid to consult them over a possible new badge if they do not carry it out in an "authentic" manner.
That is according to former Everton chief executive Keith Wyness, speaking exclusively to Football Insider, who believes that the more could open up new "communication channels" between the club and fans if done right.
The Hammers are planning to speak to several supporter groups over the possibility of a new crest, with a view to a change being introduced ahead of the 2028-29 campaign.
Wyness is adamant that the club cannot be seen to be "play-acting" with the consultation, and must instead ensure that they genuinely consider the fans' concerns.
The club's current badge is hugely unpopular among the vast majority of supporters, and Wyness believes it represents a "sore point" in terms of their connection with the club.
He warned that West Ham could easily experience similar difficulties to the change in crest that David Sullivan oversaw back in 2016, if they do not carry out their plans effectively.
West Ham guilty of 'tinkering' with club heritage
Everton’s former chief Wyness – who served as CEO at Goodison Park between 2004 and 2009 and now runs a football consultancy advising elite clubs – believes that West Ham were guilty of "tinkering" with their club heritage when they made their current badge.
The change to the current crest, combined with the move to the London Stadium, soured the club's relationship with its supporters, and it is yet to truly be repaired.
Speaking on the latest edition of Football Insider's Inside Track podcast, Wyness emphasised that the new consultation could start to repair some of that damage, provided the fans feel that their voices are genuinely being heard.
"You're tinkering with the club's heritage and the West Ham fans didn't like that. It may have been different had it not been Sullivan and Karren Brady that were trying to tinker with the badge. I think that's part of the issue as well," he said.
"This is important for the West Ham fans now to see that there is somebody now at the top listening, and I think it's a good move. But it's got to be authentic in terms of this.
"It can't just be playing to be a consultation. It's got to genuinely speak to the fans properly and then come back with some proper results that they really thought through.
"If it is an authentic way forward in terms of the consultation, then it can be opening up all sorts of new communication channels for things going forward in the future, for ticketing prices, away fans, all those sorts of things.
"To pick the badge is obviously a sore point that is something that they can try and reach out and do. But as I say, it must be authentic and not just play acting about this consultation."
West Ham an 'interesting investment' for Amanda Staveley
Former Manchester City financial advisor Stefan Borson recently told Football Insider that a partnership at West Ham between Daniel Kretinsky and Amanda Staveley shouldn't be ruled out.
The former Newcastle United director has held initial talks of late about a potential takeover at the London Stadium, and Borson has pointed to the fact that nobody has denied the links so far.
The football finance expert is sceptical about the likelihood of Staveley making a move to buy into West Ham, but also acknowledged that it would be an "interesting investment" for her.
He also noted that Staveley would likely act as a front for several other investors if a deal did happen, similarly to the role that she previously played at Newcastle.