12 October: West Ham United have extended their 12-year partnership with Lyca Mobile, retaining the support of their longest-standing business partner as the club look to bounce back into the Premier League.
The renewal comes at an important time for the Hammers, whose relegation in May ended 14 consecutive seasons in the top flight and left the club facing significant financial pressure.
West Ham are currently third in the Championship, two points behind second-placed Middlesbrough and four behind leaders Swansea City, having lost just once in their opening nine league games.
Its latest published accounts, covering the 2024/25 season, revealed a pre-tax loss of £104.2m, with revenue falling by £42.1m to £227.6m. Relegation from the Premier League is expected to cost the club around £100m in annual revenue, largely thanks to reduced broadcast income.
The club had previously warned that entry into the Championship would require further player sales and wage cuts, making the retention of established business partners particularly valuable. They put Mateus Fernandes and Crysencio Summerville in the shop window and clawed back £145m in the process, even fending off interest from the Premier League to keep captain Jarrod Bowen.
Lyca’s decision to continue their partnership provides a welcome sign of confidence in West Ham’s commercial appeal.
It follows a string of sponsorship deals since relegation, including retaining front shirt partner Boyle Sports, which would have been impossible in the top flight due to a ban on betting sponsors, as well as an extended sleeve sponsorship with Lilley Plummer Risks and a new back of the shirt deal with Athletes Elevated.
The financial terms and length of Lyca’s latest deal were not disclosed.
The renewed partnership will see the telco maintain LED advertising and matchday visibility across West Ham’s men’s and women’s digital platforms.
It will also promote SIMZY, Lyca’s international travel eSIM provider aimed at fans traveling abroad.
The relationship has long extended beyond advertising, with Lyca supporting community projects such as the Lyca Mobile Cup, a youth football tournament, and West Ham’s Track Nights initiative, which offers free running sessions at the London Marathon Community Track in Stratford, the latter of which I have been to and it was great fun.
David Chaplin, West Ham’s Director of Commercial Strategy, said: “We are delighted to continue our relationship which has made a real impact on the local community throughout our time working together. Our shared pride in the community makes the partnership a natural fit and we are excited to continue to build on the success we have achieved over the past 12 years.”
Holly Flintoft, Head of UK Digital Sales for Lyca Mobile, added: “Through initiatives such as the Lyca Mobile Cup and Track Nights, we’ve seen how this relationship can bring people together and create opportunities for the local community. We’re excited to continue working alongside the Club and look forward to seeing where the partnership takes us next.”
Contact the writer of this story, Harry Ewing, at (email protected)
