Emerging Tech, Data & Media

West Ham partner with Lagardère Sports for digital app

Sports agency also become club’s digital sponsorship and activation partner.

by Nick Friend

West Ham partner with Lagardère Sports for digital app

English soccer club West Ham United has signed a deal with sports agency Lagardère Sports that will see the company become the Premier League side’s exclusive digital sponsorship and activation agency.

As part of the agreement, Lagardère has launched a new mobile application for the team based at the London Stadium. The app is accessible to all fans on iOS and Android mobile devices and aims to improve the club’s digital presence, while also pushing fan engagement levels.

Quizzes, selfie filters and live match commentary are all present, as well as access to the club’s online shop, ticket information and club news. The app was introduced with an exclusive first interview with new signing Lucas Perez, who has joined the club from Arsenal.

Karren Brady, vice-chairman of West Ham, said: “Over the past few years, the subject of having an official club app had always been one on our agenda but something firmly agreed we would only do if we find the right partner to deliver our vision.

“In working with Lagardère Sports, we absolutely have found the right partner that has the ambition, technical know-how and dedication to delivering an app that brings a fantastic fan experience as well as creating commercial opportunities for our football club too.”

Carl Woodman, UK managing director of Lagardère Sports, added: “Our global digital business is expanding, and we’re delighted to be working with one of the UK’s most popular football clubs.

“West Ham United have a loyal and passionate fan base, and with the app’s variety of interactive features, we can provide supporters with new and exciting ways to engage with the club. We’re looking forward to creating lasting connections between the club, its fans and brands that are looking to invest in sport.”

West Ham join a long chain of clubs to have had their club apps built by Lagardère Sports, with Bundesliga clubs Borussia Dortmund and SV Hamburger among previous clients.