West Ham United will have a new kit designer and possibly a new badge for next season. One thing that will remain the same, though, is the identity of their front-of-shirt sponsor; Boyle Sports.
American sportswear brand New Balance have replaced Umbro as the designers of West Ham United’s 2026/27 kit. The Hammers are set to consult the fans on the potential of new club crest as well.
Daniel Kretinsky has made a few popular decisions since increasing his share from 27 to 43 per cent. Giving a disillusioned fanbase the chance to have their say on a key part of West Ham United’s very identity is certainly an easy way for the ‘Czech sphinx’ to give another boost to his reputation in East London.
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But, in an era of change, the identity of their shirt sponsor will stay the same. It has been confirmed that Boyle Sports will continue to daub the front of West Ham’s kit for at least another year.
West Ham United will keep Boyle Sports as their 2026/27 shirt sponsor
‘We’re proud to announce we will continue to be West Ham United FC’s front-of-shirt sponsor for the 2026/27 season,’ reads stament on Boyle Sports’ official X page.
‘The new season kicks off the next phase of our multi-year partnership as we look to continue to bring value to fans.
‘Come on you Irons!”
If you are wondering why Boyle Sports are continuing in the midst of a crackdown on betting sponsors, the explanation is a pretty simple one.
Back in 2023, the Premier League announced that clubs would no longer be sponsored by gambling firms from 2026/27 onwards. West Ham were one of eleven clubs last season who would have been forced to change.
Talks were held with the Tourism Authority of Thailand and, if survival had been achieved, a change would have been unavoidable.
West Ham’s relegation changed all that, of course.
Clubs in the EFL are still permitted to have gambling firm sponsors. This is because Sky Sports’ EFL coverage is due to remain sponsored by SkyBet until 2029.
Therefore, a relegated West Ham were no longer under immediate pressure to search for a new sponsor. This also explains why Boyle Sports did not look beyond the 2026/27 season in their official statements.
If the Hammers return to the Premier League at the first time of asking, one of the first tasks facing Kretinsky and co would be to find a replacement.
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According to BBC Sport, the Boyle Sport bosses ‘have been impressed’ by how West Ham have handled the departure of long-serving chairman David Sullivan. Kretinsky injected £90 million into the club’s coffers while increasing his stake.
Hammers News can also confirm that potential investor Amanda Staveley was ‘blown away’ by how the fans rallied around the club following a traumatic few months.
It remains to be seen if Staveley follows through with her interest. And, if so, what impact her consortium of American backers would have in West Ham’s pursuit of a new long-term front-of-shirt sponsor.
For now, that Boyle Sports sponsorship will be a rare source of consistency in an era of considerable change.
“West Ham United is one of the most recognisable clubs in English football, with a proud history and a passionate fanbase,” BBC report Boyle Sports chief executive Vlad Kaltenieks as saying.
“We were proud to begin our partnership last season, but this is only the start.”
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