Indian tyre brand MRF has ended its sponsorship deal with the Premier League club West Ham United. The club has inked a new deal with Basset & Gold.
West Ham United have announced a London-based financial services company as their new sleeve sponsor. The move will end the sponsorship stint of eminent Indian tyre company Madras Rubber Factory (MRF) as club’s first sleeve sponsor.
The duration and financial terms of the West Ham and Basset & Gold deal have not been disclosed. The partnership will see Basset & Gold serving as the club’s new sleeve sponsor for the men’s, academy and under-23 sides. The company will also become a partner of West Ham’s esports team.
The company will benefit from club-related branding opportunities, with the two parties to work on local community initiatives and fan engagement activities.
In 2016, the club became the first British football team to enter esports and now has two Fifa esports players on its roster.
West Ham vice-chairman Karren Brady said: “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.”
India’s leading tyre brand MRF was announced as the club’s first sleeve sponsor and official tyre partner ahead of the Club’s first home game of the 2017-18 Premier League season.
MRF is known to be one of the biggest Indian corporate sponsor in sports, especially Cricket. The brand has endorsements with one of the most popular cricket icons such as Shikhar Dhawan, Virat Kohli, AB de Villiers and Sachin Tendulkar amongst others.