Lycamobile, the largest global provider of low-cost international mobile calls, is bolstering its existing partnership with West Ham United and the Club's Community Sports Trust with the formation of a youth football tournament.
The inaugural Lycamobile Cup, which will be open to Under-12 and Under-14 teams, was launched on Monday night by West Ham and Lycamobile representatives at West Ham's community hub in Beckton.
The initiative will culminate in an exclusive finals day for the players and their families at the Boleyn Ground in May 2014, where finalists will enjoy the opportunity of a lifetime to play on the hallowed turf, following in the famous footsteps of their Hammers heroes.
Subaskaran Allirajah, Group Chairman, Lycamobile commented: "At Lycamobile we are always looking at ways that we can make a difference in our local community which is evident in this Lycamobile Cup initiative and ongoing partnership with West Ham United Football Club and their Community Sports Trust.
"We hope that by establishing this competition we will inspire young people to get more involved in sport and use it as a means to celebrate their local area."
The first of five competitive heats will take place in December, with the remaining rounds scheduled for between now and April 2014.
In addition, Lycamobile will have a presence at a series of football roadshows run by the Trust, which are to be held in Beckton, Newham, Stepney and Mile End over the next year.
Joe Lyons, Head of the West Ham United Community Sports Trust, remarked: "We're delighted to be working alongside Lycamobile and feel sure that the Lycamobile Cup will capture the imagination of local youngsters.
"The chance to play at the Boleyn Ground is a very special one and will no doubt inspire participation. We hope this will add value to our existing delivery and we appreciate the support from both the Club and Lycamobile in what is a truly community-focused partnership."
"The Trust does a fantastic job and it's great that a company of Lycamobile's stature are offering their support. I'm sure this summer's Lycamobile Cup finals at the Boleyn Ground will be something very special indeed."