Exclusive: Alpari Explain West Ham Deal

March 12, 2013

By Steve Moorhouse

The new Principal Sponsor of West Ham United has said they pursued the Premier League team because of the great value the competition provides.

Leading broker firm Alpari, generic have been involved with the Hammers since 2011 but became the Principal Sponsor and shirt sponsor in February 2013.

Speaking exclusively to iSportconnect, David Hodge, Alpari’s Chief Marketing Officer, explained that the value and global reach of the Premier League was one of the big reasons they entered into the agreement.

Hodge said: “We actually looked at a number of sponsorship options in the sporting arena such as tennis, cycling, football, rugby and golf and we indexed that versus our target audience. We very quickly got to a decision that actually, there was good value to be had in football, particularly in the Premier League. In this current environment you can really secure an interesting proposition.

“The attractiveness for Alpari was that the Premier League is a global phenomenon now. It goes out to 212 territories and reaches over 700 million households globally and that was the appeal for us because we didn’t look at the Premier League as a UK only benefit, we looked at it as a global sports platform.

“We are a global business and we are keen to build our brand on the global stage, so we quickly got to the solution that the Premier League was the right place to go.”

Hodge also reiterated that Premier League coverage on television was a big reason for Alpari’s decision to enter into the agreement.

He continued: “The benefit of partnering with West Ham is that when West Ham are on TV, particularly when they are playing the big clubs like Manchester United, Manchester City, Arsenal, Chelsea or Liverpool their games are always televised and that goes out to a global audience.

“The fans of those teams will then see our branding on West Ham United players.”

To read the full interview with David Hodge click here >>


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