By Dan Plumley

15th Aug, 2022 | 4:10pm

Dan Plumley reacts as West Ham United sign off new deal with Soccer Supplement

We’re delighted to welcome football finance expert Dr Daniel Plumley as our exclusive West Ham United columnist. Each week he’ll be giving his views on the biggest talking points at the London Stadium...

Dan Plumley has insisted that it makes sense for West Ham United to leverage sports science links after signing a new deal with Soccer Supplements.

The Hammers confirmed the partnership has now been increased as the Official Supplements and Isotonic Sports Drinks Supplier will also supply the academy and Women’s teams.

Finance Expert, Plumley, admitted that you always need a link between a company and the club when signing partnerships, and this makes perfect sense with football being the most financially dominant sport there is.

“You talk about a lot of sponsorship theory that talks about the fit between the sponsor and the company,” he exclusively told West Ham Zone.

“Here, you can see it. We know that financially football is the most dominant sport in the world, so it makes sense to leverage that link to sports science. We also know that clubs need that edge on the pitch and that is what is driving the sports science stuff, so all of these partnerships, a lot of them are linked to performance.

“You can spin it to a commercial way, there is another angle in terms of we know a lot of regular people drink these irrespective of using it for players, it’s a win-win all round, the fit around this area is pretty clear.”

Perfect.

Premier League clubs are now more often than not linking themselves to sports drink brands now.

We have seen it in recent weeks with Manchester City and Gatorade, Leeds United and Boost, and also Arsenal with Prime, with West Ham no different.

The difference with the Hammers is how they have now widened the scope of their deal to include the Women’s team and the academy, bringing the club even closer together.

Plumley admitted it was a “win-win” with the latest deal as GSBK continue to sign off on multiple deals that will no doubt benefit both West Ham United the club, and the business.

At the end of the day, running a football club is also a business and you need these deals to make sure things don’t tick into the red.