West Ham United Football Club has announced an expanded partnership with Intuit QuickBooks Ltd, elevating the accounting software provider to the club's Official Sleeve Partner for the upcoming 2024/25 season.

West Ham United Expands Partnership with Intuit QuickBooks

The new agreement, which builds on a partnership initiated in March 2024, will see the QuickBooks logo featured on the sleeves of both men's and women's first-team jerseys, as well as academy and replica shirts. However, the financial terms of the agreement were not disclosed.

West Ham's new home kit, featuring the QuickBooks sleeve sponsorship, will debut on July 3rd and will be worn during the club's pre-season tour in the United States. The women's team will also sport the new kit during their participation in the Perth International Football Cup.

"Intuit QuickBooks and West Ham United have a shared vision of empowering individuals and business owners to maximize their potential," Nathan Thompson, Chief Commercial Officer at West Ham United, commented. "This partnership has the makings of something truly special."

The collaboration extends beyond traditional sports sponsorship, with both entities committed to supporting small and medium-sized businesses (SMBs) in East London. QuickBooks plans to allocate some of its advertising rights to smaller businesses within the West Ham community.

The partnership also includes plans for financial literacy workshops targeting West Ham fans and local companies.

"Offering exclusive match day and 'surprise & delight' experiences for West Ham's fans, small business owners, and QuickBooks' customers alike will build lasting relationships," Michael Benjamin, Marketing Director at Intuit QuickBooks, added,

This expanded partnership reflects a growing trend in sports sponsorship, where brands seek to create more connections with local communities beyond traditional advertising exposure.

Last week, Finance Magnates reported that Intuit QuickBooks also partnered with Airwallex to enable its customers to import their transaction data into QuickBooks. This eliminates the need for manual data entry and speeds up the accounting reconciliation processes.

Long History of West Ham Collaboration with Brokers and Financial Firms

West Ham United's current sponsorship deal is not the first with a financial firm. Just four months ago, the team announced a regional partnership with The Kingdom Bank Corporation, a provider of digital banking services based in the Commonwealth of Dominica.

Historically, the club, which competes in the English Premier League, has frequently partnered with FX/CFD brokers. In 2020, Scope Markets became a sleeve sponsor of the team. In 2011, the team collaborated with Alpari, and in 2015, with eToro. Two years later, Hantec Markets joined the group of sponsors, signing a three-year agreement.