West Ham can strike £104m deal after Karren Brady confirms off-pitch talks underway

West Ham United has the opportunity to secure a lucrative deal worth £104 million over four years, according to industry experts. The club’s strong financial performance in recent years, combined with their successful European campaigns and enhanced commercial operation, has put them in a prime position to negotiate a major sponsorship deal.The current front-of-shirt deal with Betway, worth £10 million per year, is set to expire at the end of the 2024-25 season.

However, according to The Sponsor, West Ham could potentially double that figure to £26 million per season, extrapolating to a four-year deal worth £104 million.Club vice-chairman Karren Brady has already confirmed that the club is in talks with several partners regarding a new deal. The Premier League’s Fair Market Value criteria, designed to prevent artificially inflated sponsorship deals for financial fair play purposes, was used to benchmark the £26 million per year figure.

West Ham’s commercial operation has seen significant growth in recent years, with their kit partnership with Umbro worth £7 million annually and a new sleeve sponsor, Quickbooks, set to replace JD in a deal worth around £2 million per season. However, the most lucrative element of their sponsorship portfolio, the naming rights for the London Stadium, is still up for grabs.The club has had a complex relationship with the London Stadium landlords, who would be entitled to the first £4 million of a naming rights deal plus 50% of any excess.

However, the exit of key figures from the body responsible for running the publicly-funded stadium could pave the way for a deal worth up to £120 million over 10 years.West Ham’s financial performance has been impressive in recent years, with the club expected to break even in the three years up to 2023-24. This would provide new manager Julen Lopetegui with significant funds for a squad revamp if the owners choose to invest.The club’s European campaigns have also contributed to their financial success, with prize money and enhanced matchday income playing a significant role. West Ham’s commercial operation has reached new heights in the last two seasons, making them an attractive partner for potential sponsors.

In conclusion, West Ham United has the opportunity to secure a £104 million deal over four years, according to industry experts. The club’s strong financial performance, successful European campaigns, and enhanced commercial operation have put them in a prime position to negotiate a major sponsorship deal. With the naming rights for the London Stadium still up for grabs, West Ham could potentially secure a deal worth up to £120 million over 10 years.