Top-tier English soccer side West Ham United have announced a partnership with Basset & Gold.
Under the terms of the deal, the London-based financial services company will serve as the Premier League outfit’s new sleeve sponsor for the men’s, academy and under-23 sides.
The brand replaces Indian tyre company Madras Rubber Factory in the role.
Additionally, Basset & Gold will also serve as West Ham’s first esports partner.
In 2016, the club became the first British soccer team to enter esports, and now has two Fifa esports players on its roster.
Basset & Gold will receive club-related branding opportunities, and will work with West Ham on local community initiatives and fan engagement activities.
The length and financial terms of the deal have not been disclosed.
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.”