BOYLE Sports and West Ham launch ‘Shirt Swap’ stall to promote sustainability

Irish bookmaker BOYLE Sports and West Ham United have launched a “Shirt Swap” market stall offering fans a chance to trade in an old club shirt for a free 2025/26 home shirt, as part of a joint sustainability initiative.

The activation, which took place ahead of West Ham’s home match against Newcastle United at London Stadium on November 2, saw a limited number of new shirts distributed to supporters who exchanged any previous West Ham United kit.

The stall was manned by former Hammers striker Marlon Harewood, who met fans and handed out shirts from 11 a.m. near the Olympic Bell.

All donated shirts will be recycled and repurposed by Birl, West Ham’s sustainability partner, which has worked with the club throughout the 2025/26 season. The materials will be transformed into West Ham-inspired apparel and accessories.

Fans who missed out on a free shirt will still be able to trade in their old kits for up to a £30 ($39.40) discount on a new replica at the stadium store, redeemable via Birl’s online portal.

“Our relationship with West Ham is built on passion, pride, and community - and that’s what the Shirt Swap market stall is all about. We want to give fans a chance to get their hands on the new shirt, show off their passion and do something positive for the planet,” said Liam McKee, Head of Sponsorship at BOYLE Sports.

"From giving away scarves at the first home match of the season, to taking over Stratford Station and our branded taxis providing transport for fans, we've loved being part of the matchday experience and the Shirt Swap takes that to another level," Liam added.

Harewood, now a club ambassador, said: "I played in so many iconic shirts during my time at West Ham and this year's home shirt is another great design, so I am looking forward to giving plenty of new shirts to Hammers fans this weekend.

“I think the shirt swap initiative the Club and BOYLE Sports are leading on is a fantastic way to champion sustainability and engage with supporters. I am excited to be part of it!"

West Ham became the first Premier League club to partner with Birl, allowing fans to exchange old shirts for discounts on new ones as part of a broader effort to promote circular fashion in sport.

The activation follows other fan engagement initiatives this season, including giveaways, branded transport and community events, with further matchday activities planned through the rest of the campaign.