West Ham United fans attending the FA Cup quarter-final against Leeds United this Sunday will have the chance to exchange old shirts for a new 2025/26 kit free of charge.
The “Shirt Swap†activation, delivered in partnership with BoyleSports, will run from 2pm until kick-off at the London Stadium, near the Olympic Bell, encouraging supporters to arrive early and engage in pre-match activities.
Former striker Marlon Harewood will also take part, adding a familiar presence to the fan-focused activation.
The campaign blends marketing with matchday experience, turning a traditional kit promotion into a live event. It also carries a commercial angle, with fans trading in shirts featuring former sponsor Betway for new kits branded with BoyleSports.
Sustainability plays a central role in the initiative. All collected shirts will be recycled by supplier Birl and repurposed into new apparel and accessories, aligning with growing efforts to introduce circular economy practices in football.
BoyleSports said the activation builds on earlier fan engagement initiatives this season, aiming to enhance the supporter experience while promoting sustainability ahead of a key cup fixture.