PEER-TO-PEER and direct lending specialist Basset & Gold will sponsor Premier League football club West Ham United next season.
Basset & Gold will become West Ham’s Official Investment Partner for the 2018/19 football season and will sponsor the team’s shirt sleeves.
“We see our alliance with West Ham United as a great opportunity to be associated with a globally recognised Premier League team that is located locally,” said Basset & Gold.
“The club’s history and values fit our profile particularly well. We look forward to supporting West Ham United over the coming season and working to achieve a winning partnership.
“Community and family are in the heart of our brand and we are looking forward to a fruitful partnership that will benefit both parties as well as everyone around us.”
Basset & Gold said it will launch a partnership sponsor website over the coming days that will include further details of the deal.
“I am delighted to announce our partnership with Basset & Gold and I am extremely excited about working together going forward,” said Karren Brady, West Ham United’s vice-chairman.
“What really appealed to us was their commitment to working and engaging with our fans in east London and the local community.
“Our fans are at the heart of everything we do and we wanted to partner with someone who understands that and mirrors that commitment in their own work.
“Both partners are determined to achieve success next season and we cannot wait to launch our partnership through some incredible activations for our fans.”
Basset & Gold is not the first P2P lender to embark on a sports sponsorship. Last year, Kuflink signed a deal with Ebbsfleet United, which saw the P2P lender’s name attached to the club’s stadium.
Property P2P platform Lendy sponsors the Cowes Week sailing regatta, while asset-backed lender Ablrate was a sponsor of the PGA EuroPro Tour’s £100,000 Shoot-Out competition.