How thinking differently helped West Ham grow partnership revenues in the pandemic

The London club recorded record partnerships revenue during a pandemic-interrupted 2020/21 season.

Commercial director Nathan Thompson says the pandemic provided an opportunity to take a step back and find new and innovative ways of working with sponsors. 

This creative approach has helped retain current partners and attract new business while sparking ideas for future virtual activations. 

This article is part of a series of interviews with football executives asking what they learnt from the Covid-19 pandemic.