English Premier League side West Ham United have announced a new partnership with record company ICU Label.
Founded by 25-year-old Elliott Govinden, ICU will serve as the club's official record label.
The company seeks potential in aspiring artists and works with them to develop their talent. As part of the new deal, ICU artist Harper will perform live at the Boleyn Ground throughout the season.
Additionally, Harper and the record label aim to engage with Hammers fans across the club's digital platforms.
“We're thrilled to be working with West Ham United and hope that this will raise our growing profile yet further,” said Govinden.
“We've got some great talent on our books and I'm sure the fans will enjoy listening to them at the Boleyn Ground.”
West Ham United’s commercial director, Felicity Croft, added: “Music is a huge part of the West Ham matchday and this collaboration will add to the atmosphere at the Boleyn Ground.”
The Hammers secured a 1-0 home victory against Newcastle United on Saturday.