West Ham United has reached an agreement with Basset & Gold to become the club’s sleeve sponsor.

The partnership will see Basset & Gold, a financial services firm based in the heart of the City of London, logo featured on the left sleeve of all West Ham United’s men’s first team, Academy and PL2 shirts, as well as becoming club’s eSports partner.



eSports is an area in which West Ham United are pioneering and became the first ever British team to announce an eSports player in 2016 and saw London Stadium host the first ever eSports tournament involving professional clubs also in 2016.


Basset & Gold will also benefit from further branding opportunities across the club and the deal commits the two parties to work together closely to develop local community through activities and charity work as well as fan engagement opportunities for West Ham fans in and around East London.


Karren Brady, West Ham United Vice-Chairman, said: “I am delighted to announce our partnership with Basset & Gold and I am extremely excited about working together going forward. What really appealed to us was their commitment to working and engaging with our fans in East London and the local community.


“Our fans are at the heart of everything we do and we wanted to partner with someone who understands that and mirrors that commitment in their own work. Both partners are determined to achieve success next season and we cannot wait to launch our partnership through some incredible activations for our fans.”


Basset & Gold Spokesman, added: “We are delighted to become a partner of West Ham United Football Club. We found West Ham United to stand out from the others in the way they treat their fans and their community, which is also ours being based in the City of London – only one train stop away from the fabulous stadium.


“Community and family are in the heart of our brand and we are looking forward to a fruitful partnership that will benefit both parties as well as everyone around us.”


Karim Virani, Digital and Commercial Director at West Ham United, said: “Basset & Gold are a partner that we are extremely proud to have on our sleeve. Their unique approach to customer care and professionalism has proved extremely successful, whilst their impressive plans for the future absolutely match the ambition of our football club.”