West Ham United have signed an extension of their shirt sponsorship contract with Betway in a six-year agreement that will run until 2025.

The partnership is worth £10 million a year, the biggest deal in the Premier League outside of the “Big Six” clubs.

The new deal has been described as a “record” for the online bookmaker, exceeding the contract Betway previously signed with West Ham in 2015 and then extended in 2016 through to 2020.

West Ham’s previous deal with Betway was also worth £10 million a year but ran for a shorter period – as a result, the previous deal was worthless to the club overall.

In 2015/16 – the first year of the Betway partnership – the deal was worth £6 million, before the uplift in 2016. As a result, the previous deal was worth £36 million over four years.

Conrad Wiacek, head of sponsorship at Sportcal, added: “The previous deal was worth £10 million. This deal is even bigger, in terms of the length of the partnership.”

The bookmaker has been active in its partnership with West Ham, introducing several fan engagement initiatives such as the Betway Academy, Betway Fan Taxi and West Ham Supermarket Sweep.

It is understood these activations will continue throughout the course of the extended agreement.

Karren Brady, West Ham vice chairman, said:

“After working together successfully for four years, this is a new, long-term, record-breaking commercial deal for the club, which shows the faith that Betway has in West Ham United and our iconic global identity which has seen us recognised as one of the world’s biggest football brands.”

Source UK Media

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