West Ham United have expanded their commercial portfolio ahead of the 2026-27 season after appointing Athletes Elevated as the club’s new Men’s First Team Back of Shirt Partner, in a deal that combines kit sponsorship with digital fan engagement and community initiatives.
Under the agreement, Athletes Elevated’s branding will feature on the back of the men’s first-team playing shirts throughout the season, while the company’s logo will also appear on the front of the men’s Academy shirts. The partnership further extends to the West Ham United Foundation, with both organisations set to collaborate on a range of community programmes aimed at creating a lasting social impact.
The agreement marks the latest chapter in West Ham’s relationship with entrepreneur Roland Weedon, whose businesses, Essex Mortgage and Weedon Ranch, have previously served as the club’s regional partners in the United States. His latest venture, Athletes Elevated, is an athlete-focused marketplace and rewards platform that connects fans with athletes, teams and brands through exclusive merchandise, experiences and loyalty rewards.
As part of the partnership, West Ham supporters will receive priority access to the platform, unlocking exclusive products, rewards and experiences designed specifically for the club’s fanbase.
Speaking on the partnership, Roland said, “As a lifelong Hammer, I knew I wanted to partner with West Ham United for the unveiling of Athletes Elevated. What has kept me coming back is what this Club takes seriously beyond the 90 minutes. The West Ham United Foundation puts real work into the community every day. Athletes Elevated is built on the same principle: help athletes give back to the people and causes that shaped them. Putting our name on the back of the shirt is a milestone. Standing with the West Ham United faithful is what makes this partnership matter to us.
“What begins on the back of the shirt this season points to something bigger moving forward: a model where fans, athletes and the causes they care about are connected in ways football and the sporting world simply haven’t seen before. West Ham United fans set the standard for loyalty, and we wanted them at the front of the line.
“Our platform will be giving Hammers supporters priority access from day one, bonus rewards and a direct connection to the athletes, brands and causes they care about most. We built the sign-up around them by design. When a fanbase shows up the way this one does, they deserve to be rewarded.”
West Ham United’s Interim Chief Executive Officer, Karim Virani, added, “We are proud to welcome Athletes Elevated to the West Ham United family with a partnership that has our loyal and passionate fanbase at its heart. The Club has built up an incredibly successful relationship with Roland and his teams at Essex Mortgage and Weedon Ranch, and we are looking forward to building on that further with Athletes Elevated. This unique and exciting new partnership will provide our supporters with a new way to shop athlete-endorsed products and earn unique rewards.
“We’re also delighted to hear the passion Athletes Elevated has shown in supporting the West Ham United Foundation, with work already underway to utilise the partnership to champion the Foundation’s life-changing outreach.”
Beyond its shirt sponsorship, Athletes Elevated will receive an integrated portfolio of commercial rights, including matchday activations and digital exposure across West Ham’s official media channels, strengthening the platform’s visibility among the club’s global audience.
The agreement further reinforces West Ham’s commercial strategy ahead of the new campaign. Athletes Elevated joins principal partner BOYLE Sports and sleeve sponsor Lilley Plummer Risks within the club’s growing sponsorship portfolio, reflecting the increasing role of technology-driven fan engagement platforms in modern football partnerships as clubs seek to unlock new commercial opportunities beyond traditional sponsorship assets.
