April 29 – West Ham United and long-standing partner Lyca Mobile are strengthening their East London roots with a renewed push to engage young people and underrepresented communities through football, coaching, and talent development.
Their latest initiative, Lyca Mobile in the Community, feels like more than just a corporate social responsibility (CSR) box-tick — it’s a business-minded investment in social impact and long-term fan engagement.
At the heart of the partnership lies a three-pronged approach: grassroots football participation, talent identification, and coaching education. The core ambition is to uncover new playing talent, empower aspiring coaches, and cement West Ham’s position as a club deeply embedded in their local landscape.
Backed by West Ham United’s Academy and Foundation arms, and supported by local FA coaches, the initiative is expected to reach more than 750 participants this year, with a focus on achieving a 50:50 gender split — an increasingly important metric in football’s drive towards inclusivity.
This year’s programme also sees the return of the Lyca Mobile Cup, now in its twelfth edition, aimed at highlighting often-overlooked talent from minority and underserved communities. In keeping with West Ham’s self-styled reputation as the “Academy of Football”, the club are looking to reassert their role in developing local prospects for the elite level.
As one of the Hammers’ longest-serving commercial partners, Lyca’s visible commitment across both elite and grassroots spheres reinforces brand loyalty in a saturated telecoms market.
“As a global brand with deep roots in local communities, Lyca Mobile is honoured to continue our long-standing partnership with West Ham United through the ‘Lyca Mobile in the Community’ initiative,” a spokesperson said.
“We are committed to supporting grassroots football and fostering inclusive environments where individuals from all backgrounds can thrive. By working alongside the Club and their Foundation, we aim to create meaningful pathways into sport, education, and personal development for communities across East London.”
Contact the writer of this story, Harry Ewing, at moc.l1745936554labto1745936554ofdlr1745936554owedi1745936554sni@g1745936554niwe.1745936554yrrah1745936554