West Ham United Football Give and Go with Tech Deal

The three-year agreement to produce and sell football club-branded watchbands and earphone case covers.

June 22, 2020

Affinity Brand Partners has announced that it has signed a licensing agreement with West Ham United F.C. to produce wearable and hearable technology accessories.

The three-year, non-exclusive deal is to produce branded watchbands for smartwatches, including Apple Watches, Fitbit, Garmin and Samsung products, as well as AirPods and covers both the team and players rights in the U.K. and North American markets.

This agreement is the first wearable technology licensing agreement for West Ham and the most recent for Affinity Brands with a European soccer club. The watchbands are available in three substrates — silicone, leather and stainless steel — and many of the bands also fit traditional watches.

“Apple Watches and the entire wearable and hearable technology sector are one of the fastest technology retail sectors in the world,” says Dave Schowalter, owner, Affinity Brand Partners. “We’re pleased that a global brand like West Ham United can see this and the value of partnering with Affinity

to bridge together the world’s most recognized sports franchises with the people utilizing this technology.”

West Ham United has been the winners of the F.A. cup three times and celebrates its 125th anniversary this year. Late last year, the club announced a collaboration with rock band Iron Maidan for

unique kits

inspired by the group.