West Ham United and international mobile virtual network operator Lyca Mobile celebrated 13 years in partnership earlier this season.
The Club’s Official Global SIM Card Partner expanded their long-standing partnership to include the Women’s team from the 2024/25 campaign, furthering its commitment to benefiting the Irons’ and Lyca Mobile’s shared communities in east London and Essex.
From the Lyca Mobile Cup, an event which brings together young footballers from across the Club’s local heartlands, to the recently launched Hotspots series, which takes Hammers players into the heart of London’s diverse cultures, blending a twist of football, food, and community, Lyca Mobile and West Ham United have collaborated on a wide range of projects.
And, as Lyca Mobile Group Chairman Prem Sivasamy told Insider Sport, the partnership has proven to be a huge success for both parties.
He said: “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.
“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.”
The Lyca Mobile Cup has grown into a cornerstone of the West Ham United Foundation’s community engagement efforts, providing hundreds of young people with a chance to showcase their talents, develop confidence and build friendships through football.
Sivasamy is thrilled to see the impact the tournament, which has now been running for ten years, has had.
“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,” he added.
“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.”
As Lyca Mobile prepares to head into the 14th year of the partnership in 2025/26, Sivasamy says there is still more to come from their work with the Hammers.
He explained: “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.
“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.”
To learn more about West Ham United’s partnership with Lyca Mobile, please click here.
