Football Shirt Culture.com

West Ham United announced a shirt-sponsorship agreement with SBOBET until the end of the 09/10 season that will also mean increased exposure for the Bobby Moore Fund for Cancer Research UK.

The partnership with the online sports bookmakers will see the SBOBET logo worn by the first team - replacing the squad numbers used since 20 September - and it will also be featured on all adult replica strips. The new-look kit will be seen for the first time when West Ham United play Tottenham Hotspur at the Boleyn Ground on Monday 8 December.

The lucrative deal - the terms of which are undisclosed - concludes a detailed bidding process over the past ten weeks that saw the club meet with several interested parties and hold extensive negotiations.

Bill Mummery, Isle of Man Executive Director for SBOBET, said: "We are delighted to join West Ham United as Principal Sponsor in launching our UK and European operations. Our key strength is in football - offering value, content and service to a global audience and we are delighted to be given the opportunity of working with such a prestigious club.

"We see great value in the sponsorship and strongly believe that this partnership will provide both parties with unique opportunities to explore new and exciting ways of working together. We are very impressed with the professionalism of West Ham United, their strong relationship with the fans, local community and of course the work of the Bobby Moore Fund and look forward to supporting West Ham United with all of these groups."

West Ham United CEO Scott Duxbury said: "This is a great deal for West Ham United and I am looking forward to a successful partnership with SBOBET. Finding a new shirt sponsor usually takes up to six months but a lot of effort and hard work has gone into this process. I would also like to thank the fans for their understanding and patience during this time."

SBOBET was also an attractive option for West Ham United because of the understanding shown towards the club's long-standing commitment to the Bobby Moore Fund, which reached a new level last summer with the signing of a formal three-year partnership.

The Bobby Moore Fund for Cancer Research UK logo is to be carried on all kit worn by the club's academy sides as well as on child replica strips. whufc.com will have full details as soon as possible of how supporters with 2008/09 season home and away shirts will be able to update them free of charge.