West Ham United offer kit-swap scheme ahead of FA Cup quarter-final
April 2 – West Ham United supporters heading to the FA Cup quarter-final clash with Leeds United this Sunday will be offered a simple incentive to arrive early at the London Stadium – the chance to swap an old Hammers shirt for a new 2025/26 kit, free of charge.
The ‘Shirt Swap’ activation, run by principal partner Boyle Sports, will operate from 2pm up to kick-off beside the Olympic Bell, turning pre-match footfall into a fan engagement moment with a sustainability edge.
The unique campaign will also feature former striker Marlon Harewood, adding a familiar face to what is designed as a pre-match touchpoint rather than just a giveaway.
By tying product distribution to a live matchday moment, and limiting availability, West Ham and Boyle are effectively turning a standard retail push into something closer to an event. Boyle also have another motive, with West Ham fans trading in shirts featuring Betway – the club’s former sponsor and Boyle’s rival – for new shirts equipped with the Boyle sponsor.
There is also a sustainability angle: all shirts collected on the day will be recycled through supplier Birl, repurposed into new apparel and accessories. It’s a small but visible nod to the circular economy conversation that is gradually finding its way into football’s commercial space.
Liam McKee, Head of Sponsorship at BOYLE Sports, said the activation builds on earlier efforts this season: “From the very start of the season, we’ve been focused on enhancing the supporter experience in meaningful ways. After such a strong response earlier this season, bringing the ‘Shirt Swap’ market stall back felt like a natural next step. We’re hoping that the event brings supporters good luck in this huge cup tie.”
Former West Ham United striker and Club Ambassador, Marlon Harewood added: “The FA Cup brings back so many memories to my playing days, particularly at West Ham United and I know this Sunday’s game is going to be an incredible occasion.
“The last ‘shirt swap’ was really successful. It was great to meet so many fans and pass out plenty of this season’s shirts, I’m looking forward to doing the same again this weekend. It’s great to see BOYLE Sports and the Club team up for this initiative, which promotes sustainability and gives the chance for fans to get their hands on this season’s shirt.”
Contact the writer of this story, harry Ewing, at power.l1775125915labto1775125915ofdlr1775125915late1775125915sni@g1775125915it’s him.1775125915yrrah1775125915
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