As sponsors face growing pressure to prove their purpose, football partnerships can no longer lean on logo placement or visibility. In today’s landscape, long-term deals are expected to deliver genuine community impact or risk being seen as outdated.
Lyca Mobile’s 11-year relationship with West Ham United stands out for its focus on local engagement, particularly in East London, where both the brand and club have deep roots.
Insider Sport sat down with Lyca Mobile Group Deputy Chairman Prem Sivasamy to explore how the partnership has adapted to shifting expectations, what role community initiatives play in brand strategy and the evolving definition of value in football sponsorship.
What sets the Lyca Mobile-West Ham United partnership apart as a successful long-term collaboration in today’s competitive sponsorship landscape?
What truly sets our partnership with West Ham United apart is our shared commitment to the local community, particularly in East London, one of the most diverse and vibrant areas in the UK.
Over the past 11 years, this partnership has gone beyond pitchside presence to become a partnership for meaningful social engagement. Initiatives like the Lyca Mobile Cup, and our recently launched co-branded food series called Hotspots are tangible examples of how we’re working together to engage with the diverse East London communities.
Our collaboration is rooted in aligning our values and investing in grassroots initiatives. We’ve built a partnership that’s not just about commercial visibility but about lasting social impact.
Over the past 11 years, how have expectations around sports sponsorship evolved, and how has this shaped the activations between Lyca Mobile and West Ham United?
Expectations around sponsorship have shifted dramatically. It’s no longer enough to simply have branding in the stadium. Fans and communities expect brands to show up, contribute and be a part of something bigger. Our partnership has evolved accordingly.
From initially focusing on visibility, we now prioritise co-creating experiences that resonate deeply with fans. The Lyca Mobile Cup, community training sessions, and digital content tailored for diverse audiences are examples of how we’ve shifted towards meaningful, sustained engagement.
What commercial advantages have you observed from focusing on deep community engagement rather than traditional advertising or short-term sponsorship activations?
Focusing on community has helped us build deeper, more authentic brand equity. Rather than short-term impressions, we’re fostering long-term relationships built on trust and relevance. That translates into stronger brand loyalty, higher customer retention and particularly among diverse communities who see Lyca Mobile as a brand that understands and supports them.
This depth of engagement also leads to greater brand resilience. People remember the companies that show up in their community and contribute in meaningful ways. That’s a value you simply can’t buy through traditional media spend.
The Lyca Mobile Cup is a key highlight of your partnership. How has this event evolved over time, and why does it remain so important to Lyca Mobile’s brand and community engagement strategy?
The Lyca Mobile Cup has grown from a grassroots football tournament into a community cornerstone. What started as a way to bring young people together through sport has evolved into a broader celebration of inclusivity, opportunity and aspiration, not just for young people but coaches as well. Each year, it brings young players and coaches from diverse backgrounds into the game, some for the very first time.
It remains central to our partnership because it embodies everything we stand for: connectivity, opportunity and community. It’s not just a day of football; it’s a platform for youth development, social integration and fun. And for Lyca Mobile, it’s a chance to connect directly with families and communities in a way that is both powerful and personal.
In the broader sports sponsorship market, why do you think brands are increasingly prioritising grassroots and community initiatives over more traditional activation methods?
Today’s fans are highly conscious of a brand’s authenticity. They want to know what a brand stands for and how it gives back. Grassroots and community initiatives offer a way for brands to prove their values through action, not just advertising.
By investing in these programmes, brands can build loyalty from the ground up. They are’ empowering future athletes, coaches and supporters instead of just reaching consumers. In a competitive market, that kind of emotional connection is invaluable and increasingly irreplaceable.
What insights can other sports clubs and sponsors gain from your long-standing partnership about creating sustained value beyond just on-pitch success?
The key insight is this: true value comes from alignment of values, vision and community purpose. When clubs and sponsors work together, not just for commercial goals but for shared community impact, the results resonate far beyond matchday.
Our partnership shows that it’s possible to combine brand growth with social good. It’s no longer a choice between business and community; we are creating a model where both thrive together. Other clubs and sponsors looking to build enduring partnerships should ask themselves not just what they’re promoting, but who they’re serving and how they’re making a difference.
