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Alpari Becomes Sponsor of England’s West Ham United

Within the forex world, Alpari has always been a big sports buff, as seen by its sponsorships of the NBA’s New York Knicks and Nets. In that direction the broker has announced that it has signed a multi-year, multi-million dollar partnership to sponsor West Ham United of the English Premier League. Kicking off the deal, […]

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Within the forex world, Alpari has always been a big sports buff, as seen by its sponsorships of the NBA’s New York Knicks and Nets. In that direction the broker has announced that it has signed a multi-year, multi-million dollar partnership to sponsor West Ham United of the English Premier League. Kicking off the deal, members of West Ham United visited Alpari’s UK trading floor and held a trading competition.

The contest was won by Captain Kevin Nolan. Talking about the event Nolan stated , “I’ve never traded currencies before and I found it quite easy to understand how the trading platform works and how you place trades. Had I traded with my money, I would have done a bit more market research and I think I wouldn’t have taken such big stakes. However, even with virtual money you feel your pulse racing and it was good fun.”

Kevin Nolan, Daniel Skowronski and Sam Allardyce.
Kevin Nolan, Daniel Skowronski and Sam Allardyce.

London, 5 February 2013 – Today Alpari announced a historic partnership with the iconic east London football club West Ham United. The agreement will see the association of Alpari companies worldwide become the club’s new Principal Sponsor – including the Alpari logo on the front of the famous claret and blue shirt – from the start of the 2013/14 season.

Alpari and West Ham United marked the signing of the new partnership with a live event on the Alpari trading floor. Sam Allardyce and Kevin Nolan, Matt Jarvis and Joe Cole competed against each other in a currency trading contest that brought the worlds of football and online trading together.

Renewed commitment
This three-year, multimillion-pound deal will see “Alpari FX Trading” feature on West Ham United’s team kit and apparel. This adds to the existing naming rights of the Alpari Stand and branding at the Boleyn Ground.

The Alpari companies provide 207,000 global clients with a cutting-edge online trading service. Leading providers of the popular MetaTrader platforms, Alpari have been loyal supporters of West Ham United since 2011 when they partnered with the club initially as an official sponsor.

The new agreement comes at a hugely exciting time for the east London club. Having returned to the Barclays Premier League this season, they have played their last eleven games in front of sell-out crowds.

Daniel Skowronski, Chief Executive Officer, Alpari (UK) Limited, commented: “Alpari is a leading global forex trading provider with significant growth ambitions. The Barclays Premier League is a truly global phenomenon with broadcast distribution now reaching in excess of 700 million households per season. Taking our partnership with West Ham United one stage further to Principal Sponsor was a logical step as we continue to build awareness for our products on the world stage.”

Karren Brady, Vice Chairman, West Ham United, said: “We are enthused and excited to enter into this new partnership with Alpari. This landmark deal, along with a host of other significant strides forward our business has made recently, is yet further evidence of the growth we have witnessed and I can only see things getting better.”

Sam Allardyce trading currencies on the MetaTrader 4 platform
Sam Allardyce trading currencies on the MetaTrader 4 platform
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20 Comments

  1. m

    no more questions about alpari's financial stability

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  2. MC

    Really?

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  3. paul

    Lets hope they dont get relegated!

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  4. paul

    west ham.

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  5. MC

    Sponsorships don’t guarantee financial stability …

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  6. paul

    @ Michael.
    If you dont really follow the English game Michael, let me explain the experience of being a long time fan of the Hammers.

    Its like trading, but the past few years we have seen a winning trades, but we are always waiting for the market to crash :-(
    It is never easy being a West Ham fan.

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  7. MC

    I don’t have the figures for this year, but last year some of the rates that were offered for sponsoring Premier League football teams looked a bit like this:

    Aston Villa FC: Cost £3 million per year minimum 2 year deal
    West Bromwich: Cost £1.5 million per year minimum 2 year deal

    These were the rates before any negotiating etc. I assume the cost for West Ham to be along the same lines as West Bromwich, given that West Bromwich is currently ranked a bit higher than West Ham. That’s about £125K a month, which is not a huge amount of money for the exposure you can get.

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  8. Joe Bond

    The best result from this deal, would be to get the West Ham players as clients…

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  9. Iain

    Hi all, congratulations to both parties on the deal. I am the head of Partnerships at West Bromwich Albion and noted with interest the reference to our club, not a million miles away on the figures (!). If there is any interest in talking to our club about commercial Partnership then please do get in touch. iain.wain@wbafc.co.uk / 07584 170 056

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  10. Ron Finberg

    @Iain – thanks for joining the commentary – interested in hearing your take – while its hard to calculate ROI for a sponsorship, are there any industries that you get better feedback than others as sponsors?

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  11. Iain

    Hi Ron, difficult one to answer given the differing objectives from sponsors, from pure brand awareness through to local fan engagement etc. I think in generality gaming companies know exactly what they are getting, be it reach across Asia or sign-ups from local / national support. If you are interested in media values and ROI, we created a website for our successful Principal sponsor campaign of 2010/11 , it is packed with stats. The club TV audience tab (within media statistics) should be interesting.

    http://www.albionsponsorship.co.uk

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  12. paul

    I think if you break down the figure of 1.5m GBP over 2 years is not that bad. Around 15.6k per week for world wide coverage, and your name on all the shirts as well.

    Certainly gets your name out there.

    Cheaper than a banner on Forex Magnates! Just kidding ;-)

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  13. Ron Finberg

    If they are smart they’ll run promotions like ‘free $100 in your account’ for ticket holders on days West Ham scored a goal in the first 5 minutes of the game. Or something like that.

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  14. paul

    To be fair, the results from your website have been great. So I cannot complain. (And just for clarity I do not work for Forex Magnates)

    With reference to the price for sponsoring a mid range premier league team. The exposure you get in Asia is huge. And i guess every shirt sold has the Alpari logo on so that is a banner in itself. Even the fake ones have the sponsorship on!

    I have not seen to many West Ham shirts when i have been to Asia, but the EPL is a huge world wide product. I think FX Pro have got more than their moneys worth for their sponsorship.

    Remember, they have to play all the big teams minimum of twice per year, so you will get world wide coverage, albeit they usually see the logo when the West Ham goalie is picking the ball out of the net. But that is another matter.

    If I was a one of the larger binary options company and I wanted to get my name out to Asia, I would take a look at it. The English FA are so broke maybe soon we will see the FA Cup sponsored by Banc De Binary!

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  15. Michael Greenberg

    Alpari?

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  16. Michael Greenberg

    Paul i’m a fan of Newcastle so i know a thing or two about supporting a disappointing team..

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  17. Michael Greenberg

    this indeed sounds quite affordable

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  18. Andrew Saks McLeod

    @paul – Price difference between banner advertizing and football strips – You are correct, but you’re splitting hairs :)

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  19. Michael Greenberg

    cheaper than Magnates but not by far.. who knew football clubs will be competing with us on advertising deals ;)

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  20. Michael Greenberg

    i think if it really cost 1.5mil for 1 year as was estimated here then it’s an outstanding deal..
    re binary – i doubt clubs will want these risky industry as their sponsors, but at times of financial pressure the bar can be lowered…

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