Why Alpari (UK) and West Ham United Football Club?

Alpari (UK) Ltd and West Ham United Football Club are involved in the Forex trading and football businesses respectively, but what exactly has brought them together to pen a sponsorship deal?

Alpari Stand Lower (West Stand) - seen from Sir Trevor Brooking Stand Lower

When Alpari (UK) signed its deal with West Ham United FC to become its official sponsor for the next three years, and its official products started appearing in match day programs and on the official West Ham United website, this left many people scratching their heads at such an unlikely pairing. But what exactly has brought the two very different businesses together?

For Alpari (UK), the motivations are clear as the COO for the company, David Stewart, outlined Alpari’s motivations just after penning the deal with West Ham United FC:

“This is Alpari (UK)’s first major sponsorship in the world of sports and yet another milestone for the company as it goes from strength to strength. Alpari is already an established name around the globe and sponsorships like this help reinforce our brand. The Alpari companies’ mission is to help people who are new to Forex as well as experienced traders gain access to this $4 trillion industry via cutting-edge, user-friendly technology.”

Evidently, this is to do more with advertising than anything else as Alpari (UK) gained a lot from the deal as they were allowed to rename the famous West Stand of West Ham United as the Alpari Stand. They were also given the go-ahead to advertise their products in match day magazines, on the screens in the stadium on match day, and on the official website of West Ham United .

Furthermore, Alpari (UK) was also allowed to begin running promotions for West Ham United supporters. Just some of the promotions included a prize draw for a signed West Ham United football shirt and match day tickets for vital home games like the games against Nottingham Forest, Derby County, and Southampton.

As for West Ham United, this sponsorship deal was also vital to the club as many West Ham supporters are under no illusions that the club lost millions with their relegation from the Premier League. The New York Times outlined these estimated losses through their released figures:

“The losses start with almost $65 million. That is the share, per team, per season, from television and commercial revenue, of being one of the 20 clubs in the Premier League.”

This means that the revenue generated from the Alpari (UK) deal is vital for maintaining West Ham’s squad of high-profile players.

To keep a high-profile squad there needs to be a sponsorship deal with a high-profile company, and West Ham have accomplished this. For West Ham United, this is about planning for the future. The club needs the endorsements to mount the fight back to the Barclays Premier League, and potentially support the tender and new bid as tennants for this year’s Olympic games Stadium.


  • 23 March, 2012: West Ham and 3 other bidders have submitted proposals
  • May: Decision on successful bid
  • 27 July-12 August: Olympic Games take place
  • 29 August-9 September: Paralympics take place
  • 2014: Stadium reopens with new tenants

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