Gambling firm Boyle Sports has opted to continue as West Ham United’s front-of-shirt sponsor despite the club’s relegation to the Championship and the recent allegations made against former chairman David Sullivan.

Just a month ago, BoyleSports said it was “deeply concerned by the seriousness of the allegations made against David Sullivan” following a joint investigation by the BBC’s Panorama programme and The Times into claims of predatory behaviour involving the 77-year-old businessman.

Sullivan has “categorically” denied the allegations, which relate to the period in which he built his fortune through the pornography and newspaper industries.

Since the allegations became public, Sullivan has stepped down as vice-chairman, while Czech billionaire Daniel Kretinsky became the club’s largest shareholder after completing a swift deal with vice-chair Vanessa Gold.

Those developments appear to have reassured BoyleSports, particularly given the speed with which they unfolded, signalling what many see as the beginning of a new era at the East London club.

Despite relegation, West Ham supporters have already purchased 45,000 season tickets for the 2026-27 campaign, the club’s first season outside the Premier League since 2012.

The drop to the Championship also allows BoyleSports to remain the club’s principal shirt sponsor, as betting companies will no longer be permitted to hold front-of-shirt sponsorships in the Premier League from next season.

“West Ham United is one of the most recognisable clubs in English football, with a proud history and a passionate fanbase,” BoyleSports CEO Vlad Kaltenieks said.

“We were proud to begin our partnership last season, but this is only the beginning.”