London-based financial services company Basset & Gold has agreed a deal to become the new sleeve sponsor of West Ham United, reports SportBusiness.

The deal, the length of which was not disclosed, covers West Ham's men's, academy and PL2 shirts. Basset & Gold will also become a partner of West Ham's esports team.

The company will benefit from club-related branding opportunities, with the two parties to work on local community initiatives and fan engagement activities.

West Ham vice-chairman Karren Brady said: "What really appealed to us was their commitment to working and engaging with our fans in east London and the local community.

"Our fans are at the heart of everything we do and we wanted to partner with someone who understands that and mirrors that commitment in their own work. Both partners are determined to achieve success next season and we cannot wait to launch our partnership through some incredible activations for our fans."

Basset & Gold replaces Indian tyre brand Madras Rubber Factory as the Hammers sleeve sponsor.