Lyca Cell dials into native West Ham Hotspots with prolonged sponsorship

March 5 – West Ham United gamers are buying and selling soccer boots for forks in a brand new content material sequence, Hotspots, created in tandem with longstanding parter Lyca Cell. The sequence takes Hammers gamers off the pitch and into London’s hidden culinary gems, showcasing town’s numerous cultures whereas celebrating the membership’s deep ties to the East Finish.

The membership’s cope with Lyca is in its twelfth successive season, making it one of many longest-standing membership companions.

The opening episode options Crysencio Summerville and Aaron Wan-Bissaka visiting Barge East, a floating restaurant in Hackney Wick, only a stone’s throw from the London Stadium. There, they meet head chef and MasterChef: The Professionals semi-finalist Gavin Gordon, a lifelong West Ham fan, to discover the flavours of East London.

By way of Hotspots, West Ham and Lyca Cell intention to focus on native companies, have interaction the neighborhood, and replicate their shared values of connection and tradition. Previous content material initiatives with Lyca embody Snack Wars, a YouTube sequence that tackled subjects corresponding to Ramadan and the way gamers modify their routines throughout the holy month.

With extra gamers set to discover hidden meals spots in upcoming episodes, followers can count on a mixture of flavours, soccer and native tradition—all served up on West Ham’s social media channels.

Frank Wiemann, Group CMO Lyca Group mentioned: “At Lyca Cell, we’re proud to proceed our long-standing partnership with West Ham United by way of the launch of ‘Hotspots’. This sequence is a celebration of connections, neighborhood and values which might be on the coronary heart of each our model and the Membership. By showcasing the varied culinary gems of London, we’re highlighting the native companies that make our neighborhood distinctive, whereas giving West Ham United followers an thrilling new approach to have interaction with the gamers and the wealthy variety surrounding us.”

Contact the author of this story, Harry Ewing, at moc.l1741188496labto1741188496ofdlr1741188496owedi1741188496sni@g1741188496niwe.1741188496yrrah1741188496