This is another example of financial firms agreeing to become partners with sports teams.

English Premier League side West Ham United has partnered with Hantec Markets to make it the club’s new official forex affiliate. This is one of a number of stories involving financial services firms striking deals with sports teams.

Hantec Markets is a forex trading service, connecting clients to the world’s largest financial markets through its trading platforms, West Ham said in a statement.

The firm has signed a three-year partnership with the football club, and will take ownership of the club’s fantasy football content, as West Ham believes there "is a clear synergy between Hantec Markets’ trading heritage and football trades".

Hantec believes West Ham are the "perfect partners" due to the club's Premier League power in Asia and the Gulf, which will allow the firm to develop new relationships internationally. By uniting forces with West Ham United, the emphasis is to gain stronger brand recognition in both the UK and abroad.

“Hantec Markets’ brand values and ‘trust through transparency’ slogan fit perfectly with West Ham United’s approach and we are very excited about the benefits that the partnership can bring as we continue to grow and develop our corporate identity on a global scale,” said West Ham United vice-chairman Karren Brady. 

“We are one of the longest established FX brands in the global markets, and we believe West Ham’s traditions, the famous loyalty of their supporters and their bright future, mirror our own as a company," said Hantec Markets chief operating officer, Hayel Abu-Hamdan. “As we launch a new website providing an even better service for our new and existing clients, we see ourselves taking a firm foothold in the premier league of brokers. With ever increasing interest in both the financial markets and the Premier League, we view our respective London bases as a perfect cohesive line-up. We very much look forward to working with the team at West Ham United."

Recently, this publication has reported on a number of different partnership agreements between sports teams and financial institutions. Last month, WealthBriefing reported on a deal between Western Union and Liverpool Football Club, and in June, multi-asset broker Blackwell Global signed a deal with Everton Football Club.