Ex-PL club chief suggests West Ham should ditch 'blue-chip' sponsorship in favour or something else

West Ham United’s shirt sponsor deal could be decided by whether the club remain in the Premier League.

That is according to former Everton chief executive Keith Wyness, speaking to Football Insider, after it emerged West Ham could be targeting Audi to become their next front-of-shirt sponsor.

The Hammers are in the market for a new shirt sponsor as the club need to replace Boyle Sports due to incoming Premier League rules around gambling companies.

Amazing Thailand have also been linked with striking a deal with West Ham, in a partnership which could be worth up to £15million.

West Ham’s finances are in a perilous state, with the need to increase revenue and bring money into the club after recording a £104million loss in their 2024-25 accounts.

West Ham have ‘pros and cons’ to agreeing new shirt sponsor deal

Everton’s former chief Keith Wyness – who served as CEO at Goodison Park between 2004 and 2009 and now runs a football consultancy advising elite clubs – believes West Ham would feel the “advantages” of working with Amazing Thailand.

Speaking on the new edition of Football Insider‘s Inside Track podcast, Wyness thinks Audi would also be a “positive” sponsor for the Hammers.

He told Football Insider‘s Inside Track podcast: “We could all say, looking at the price of petrol, is our car really something you would want to be attached to these days, or is that whole market going to change?

“Audi is a blue-chip brand. Having dealt with Chang Beer, when I was at Everton, and having to go to Thailand a lot to work with that sponsor. I can tell you there are a lot of advantages in dealing with a Thai sponsor. They’re very helpful in terms of working in domestic markets internationally.

“They could be a really good partner for West Ham. I did think it was a good fit. Either one is fine, given that they get somebody after the betting one has gone.

“I don’t know the terms for each one. Certainly, Audi is a blue-chip brand. There’s no doubt about it. And it looks great on the shirt. But I do think there’s something to actually creating and building your audience in Asia about working with the Thai group.

“So, there are pros and cons on both sides, but either one is a very big positive for West Ham. The question is, what is the price going to be if they go down? And who’s going to come to the party then? Big questions at the moment around there.” 

Nuno Espirito Santo warned after West Ham blow

West Ham could have increased their revenue if they had beaten Leeds United and booked a trip to Wembley for the FA Cup semi-finals.

The London club made an extraordinary comeback to take the game to extra-time and penalties, but Leeds prevailed in the shootout.

Former Manchester United chief scout Mick Brown told Football Insider that West Ham’s morale could be dented by the defeat.

Manager Nuno Espirito Santo has been urged to quell any unrest in the dressing room ahead of the final seven Premier League matches of the season in order for the club to have a chance of maintaining their top flight status.

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