by Staff Writer
Thursday, 19th March 2026
Rumours linking West Ham United with a potential new shirt sponsor in the form of Thailand’s 'Amazing Thailand' campaign have gathered pace this week—but, as things stand, they remain just that: rumours.
Reports originating from Thai media, including Tourism Authority of Thailand sources, suggest that discussions have taken place between the two parties regarding a possible commercial partnership for the 2026/27 season.
At the centre of the speculation is the idea that the 'Amazing Thailand' branding - long used as the country’s flagship tourism slogan - could appear on West Ham’s first-team shirts. Alongside shirt sponsorship, the talks have reportedly explored wider promotional opportunities, including stadium advertising, digital content and potential collaborative campaigns featuring players.
However, crucially, no deal has been agreed. Officials involved in the discussions have explicitly described the project as being at a negotiation stage only, with no finalised agreement in place. While images of a mocked-up shirt bearing the logo have circulated online (see above), these appear to be conceptual rather than indicative of a completed deal.
On Tuesday, TAT's Deputy Governor for Marketing Communications Nithee Seeprae claimed that the agency had held talks with West Ham about possible activities for the 2026/27 season. He also shared the following image of West Ham’s home shirt featuring the “Amazing Thailand” logo.
From a strategic perspective, the link makes sense for West Ham with the Premier League’s global reach - particularly in South East Asia - continuing to grow. Meanwhile Thailand has previously used football partnerships as a vehicle for tourism promotion.
For West Ham, whose existing short-term arrangement with Boyle Sports is set to conclude at the end of the current Premier League campaign, such a partnership would fit a broader trend of clubs aligning with destination-based sponsors, particularly from regions seeking to boost post-pandemic tourism.
It would also represent a shift in tone from traditional betting sponsors - which is to be banned from the beginning of next season - towards a more lifestyle-driven brand message.
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