Roger Hampel
Photo Credit: West Ham United
West Ham United continues its international expansion strategy with its first-ever fan engagement event in Utah, in collaboration with Essex Mortgage, the club’s Official U.S. Residential Mortgage Lender. The West Ham Winter Weekender, set to take place at the Weedon Family Ranch in Park City Mountains, will lead up to the highly anticipated Premier League match against Arsenal on Saturday, February 22, 2025.
Strategic Expansion Through Fan Engagement West Ham United Utah
The Utah event is part of West Ham’s broader initiative to strengthen its footprint in the U.S., following its participation in Premier League Mornings Live Fan Fest in Chicago last September and the 2024 pre-season tour in Florida. With up to 250 fans expected to attend, this activation will provide a unique experience designed to deepen engagement with the club’s growing U.S. fanbase.
Attendees will take part in various activities, including skiing, meet-and-greets with club legend Marlon Harewood, and a West Ham-themed pub quiz, before uniting to watch West Ham’s crucial London derby against Arsenal. The event will also raise funds for the West Ham United Foundation, which supports community development programs across east London, Essex, and beyond.
Essex Mortgage Strengthens Ties with West Ham United
Essex Mortgage, West Ham’s first Official Regional Partner in the U.S., has been instrumental in enhancing the club’s American fan engagement efforts. The company, led by CEO Roland Weedon, a lifelong West Ham supporter, has been at the forefront of the club’s stateside initiatives, including its sponsorship of the Sunshine State Tour during last year’s pre-season.
By hosting this activation, Essex Mortgage further solidifies its partnership with West Ham, creating a direct connection with U.S.-based supporters while reinforcing the club’s international commercial growth strategy.
Building a Sustainable Fan Base in North America
As Major League Soccer (MLS) continues to grow, and Premier League matches attract record U.S. viewership, clubs like West Ham are investing in localized engagement strategies to capitalize on this momentum. The 2026 FIFA World Cup, hosted across the United States, Canada, and Mexico, is expected to further boost football’s popularity in the region, making fan engagement events like the Winter Weekender crucial for long-term market expansion.
By moving beyond traditional sponsorships and focusing on community-based activations, West Ham aims to establish a lasting presence in North America—a key commercial market for Premier League clubs. With the West Ham Winter Weekender setting the stage for the Arsenal clash on February 22, this activation underscores the club’s commitment to global fan engagement. Given the success of similar events in Chicago and Florida, West Ham’s continued investment in U.S. activations signals a strategic approach to long-term brand expansion.
As the Premier League’s global influence grows, West Ham United is positioning itself as a club with an active and engaged international community, ensuring its American fanbase remains a key component of its expansion strategy.
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