Athletes Elevated Becomes West Ham United’s Back-of-Shirt Partner

West Ham United has named Athletes Elevated as its men’s first-team back-of-shirt partner for the 2026/27 season.

The agreement will give West Ham United supporters priority access to Athletes Elevated’s forthcoming athlete marketplace and rewards platform, which connects fans with athletes, teams and brands.

Athletes Elevated will also receive branding on the front of the West Ham United men’s Academy shirts and will support the West Ham United Foundation during the partnership.

Alongside its presence on the men’s first-team shirts, the business will receive matchday and digital rights covering West Ham United’s social media, website and wider digital platforms.

Athlete Marketplace and Fan Rewards

Founded by Roland Weedon of Essex Mortgage and Weedon Ranch, both previous US regional partners of West Ham United, Athletes Elevated is an athlete-led network and product marketplace.

The platform will allow supporters to purchase athlete-endorsed products, access selected offers and earn rewards. It will also provide a route through which athletes can support causes associated with their work.

West Ham United supporters are among the first groups being invited to join the platform ahead of its full public launch.

Supporters who register for Athletes Elevated priority access will receive early access to announcements and selected product drops, bonus rewards points and previews of planned collaborations with the club. These are expected to include experiences, hospitality opportunities and lifestyle benefits.

Athletes Elevated said it had allocated a significant proportion of its partnership rights to rewarding West Ham United supporters through the platform.

“As a lifelong Hammer, I knew I wanted to partner with West Ham United for the unveiling of Athletes Elevated. What has kept me coming back is what this Club takes seriously beyond the 90 minutes. The West Ham United Foundation puts real work into the community every day. Athletes Elevated is built on the same principle: help athletes give back to the people and causes that shaped them. Putting our name on the back of the shirt is a milestone. Standing with the West Ham United faithful is what makes this partnership matter to us.
“What begins on the back of the shirt this season points to something bigger moving forward: a model where fans, athletes, and the causes they care about are connected in ways football and the sporting world simply hasn’t seen before. West Ham United fans set the standard for loyalty, and we wanted them at the front of the line.
“Our platform will be giving Hammers supporters priority access from day one, bonus rewards, and a direct connection to the athletes, brands, and causes they care about most. We built the sign-up around them by design. When a fanbase shows up the way this one does, they deserve to be rewarded.”

Roland Weedon, Founder, Athletes Elevated

Foundation Support

West Ham United said work was already under way to use the partnership to support the outreach activities of the West Ham United Foundation.

“We are proud to welcome Athletes Elevated to the West Ham United family with a partnership that has our loyal and passionate fanbase at its heart. The Club has built up an incredibly successful relationship with Roland and his teams at Essex Mortgage and Weedon Ranch, and we are looking forward to building on that further with Athletes Elevated. This unique and exciting new partnership will provide our supporters with a new way to shop athlete-endorsed products and earn unique rewards.
“We’re also delighted to hear the passion Athletes Elevated have shown in supporting the West Ham United Foundation, with work already underway to utilise the partnership to champion the Foundation’s life changing outreach.”

Karim Virani, Interim Chief Executive Officer, West Ham United

Early registration is now available to West Ham United supporters through Athletes Elevated ahead of the platform’s wider public launch.