Everyone knows that the football industry is no longer just about the game, but lucrative sponsorship deals as well. After all, that is how it went from a bunch of guys chasing a ball on a grass field to one of the most renowned industries in the world. Football clubs no longer collaborate just with Nike and Adidas, but with every industry there is, including banks, automobiles, food brands, and even the hospitality industry. The latest deal on the list is the one signed between the iconic Premier League club West Ham United and the online payment platform Trustly, which entered the UK market three years ago. One of the global leaders in online banking now has the Official Open Banking Partner title.
The multi-year partnership includes increased brand exposure of the banking brand throughout the club’s digital channels, as well as in-venue, LED advertising at West Ham’s London Stadium. The stadium can hold around 60,000 spectators and was designed for the London 2012 Olympics.
The public was not informed of how much the agreement is worth, or how long will it be in power. Johan Nord, Chief Business Officer in EMEA, Trustly, simply described it as a “multi-year partnership”, while Nathan Thompson, Commercial Director at West Ham United, explained that they appreciate innovations and are thrilled to have Trustly in their sponsorship portfolio, as they are redefining the most important values of any financial transaction - speed, simplicity, and security.
By signing this deal, Trustly has joined the prestigious list and is now in the good company of brands like Monster Energy drink, Forex, CFD trading platform Scope Markets, Heineken beer, Eva Air airline, and LycaMobile phone operator. The team’s principal sponsor remains the online sportsbook Betway, thanks to the deal that is estimated (but not confirmed) at around £10m per year, until 2025. Umbro, an English sportswear manufacturer, remains the technical partner.
Established in 2008, Trustly is a Swedish fintech company that allows consumers to make online payments directly from their bank accounts, without any special apps or software. It is known as a very intuitive, simple, and user-friendly payment method that doesn’t require any specific technical knowledge or setups prior to the transaction. It is regulated and supervised by Swedish Financial Supervisory Authority, has a PSP license, and uses two-step authentication. Trustly was one of the first companies to recognize the astonishing potential of the iGaming industry, so in 2016 they launched a Pay N Play for instant depositing and registration at some of the most popular online casino brands.
West Ham United F.C. was founded in 1895 as Thames Ironworks, but changed its name in 1900. Currently, it is owned by a Welsh businessman and former pornographer David Sullivan (51.1%), English businessman David Gold (35.1%), Albert 'Tripp' Smith (10%), and other investors (3.8%). Its loyal fan base is known as the Hammers, while the club itself is one of only eight clubs that have never played below the second tier of English Football. To be more precise, they spend 63 of their 95 seasons in the Premier League. The club has won the FA Cup three times (in 1964, 1975, and 1980), and was twice a runner-up (in 1923 and 2006). They won the European Cup Winners' Cup in 1965, as well as the Intertoto Cup in 1999.