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

16 August 2021

Photo: Alamy West Ham fans waiting before the kick-off in December 2020. Like so many other clubs West Ham had to find new solutions to satisfy their sponsors under the Covid-19 restrictions.

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.

When football stopped, ticketing income wasn't the only revenue stream at risk of drying up.

Commercial partners, dealing with their own challenges from Covid-19, found that plans to promote their brand as part of the matchday experience had suddenly vanished.

Nathan Thompson, commercial director at West Ham United, oversees areas including partnerships, hospitality and ticket sales. He saw the challenge of the pandemic firsthand.

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