BoyleSports Shirt Swap Returns at West Ham vs Leeds, London 2026

Key Points

• West Ham United fans can trade old shirts for free 2025/26 Home and Away shirts at a ‘Shirt Swap’ market stall run by Principal Partner BOYLE Sports.
• The stall operates before the Emirates FA Cup quarter-final against Leeds United on Sunday, 5 April, at London Stadium.
• Former West Ham striker and Club Ambassador Marlon Harewood will man the stall, meet fans, and hand out shirts.
• Location: Next to the iconic Olympic Bell, open from 2pm until kick-off, first come, first served.
• Old shirts will be recycled and repurposed by sustainability supplier Birl into new West Ham-inspired apparel and accessories.
• Liam McKee, Head of Sponsorship at BOYLE Sports, commented on enhancing supporter experience and hoping for good luck in the cup tie.
• Marlon Harewood shared memories of the FA Cup and excitement for the event’s return after a successful previous swap.
• This follows BOYLE Sports’ prior initiatives: free scarf giveaway before the Chelsea opener and first ‘Shirt Swap’ before the Newcastle match in October.

London Stadium (East London Times) March 31, 2026 – West Ham United fans attending Sunday’s Emirates FA Cup quarter-final against Leeds United will have a unique opportunity to trade in old shirts for free 2025/26 Home and Away kits at a returning ‘Shirt Swap’ market stall organised by the club’s Principal Partner, BOYLE Sports. The initiative, which promotes sustainability while enhancing the matchday experience, will feature former Hammers striker Marlon Harewood handing out the new shirts next to the Olympic Bell from 2pm until kick-off.

What Is the Boyle Sports ‘Shirt Swap’ Initiative at West Ham?

The ‘Shirt Swap’ market stall allows supporters to exchange any old West Ham shirts for this season’s Home and Away versions, available on a first come, first served basis. As detailed in the official West Ham United announcement, fans are encouraged to arrive early to secure their trade amid an anticipated electric atmosphere at London Stadium.

The stall’s prime location next to the iconic Olympic Bell ensures easy access for supporters entering the stadium. Hammers fans simply need to bring along any old shirt to participate, with every traded item set for recycling.

This is not the first such event this season. BOYLE Sports previously ran a successful ‘Shirt Swap’ ahead of the home fixture against Newcastle United in October, which saw strong turnout and positive feedback.

Who Will Be at the Shirt Swap Stall and What’s Involved?

Former West Ham United striker and Club Ambassador Marlon Harewood will man the stall, personally meeting fans and distributing the new shirts. As reported in the club’s statement, Harewood will be on hand from 2pm up until kick-off.

Harewood, who enjoyed a notable career with the Irons, expressed his enthusiasm for the event. Commenting ahead of the activation, former West Ham United striker and Club Ambassador Marlon Harewood said:

“The FA Cup brings back so many memories to my playing days, particularly at West Ham United and I know this Sunday’s game is going to be an incredible occasion. The last ‘shirt swap’ was really successful. It was great to meet so many fans and pass out plenty of this season’s shirts, I’m looking forward to doing the same again this weekend. It’s great to see BOYLE Sports and the Club team up for this initiative, which promotes sustainability and gives the chance for fans to get their hands on this season’s shirt.”

Supporters must trade in an old shirt to claim one of the limited new kits, blending fan engagement with environmental responsibility.

When and Where Exactly Is the Shirt Swap Happening?

The stall opens at 2pm on Sunday, 5 April, ahead of the 3pm kick-off for the FA Cup quarter-final clash with Leeds United. Situated next to the Olympic Bell at London Stadium, it will remain open until the match begins.

West Ham United’s announcement urges fans to arrive in plenty of time, given the first come, first served policy. This positioning allows participants to complete their swap before heading into the stadium for what promises to be a high-stakes encounter.

How Does the Recycling Process Work for Traded Shirts?

Every shirt traded in will be collected and repurposed by West Ham’s sustainability supplier, Birl (wearebirl.com). The old kits will be transformed into new West Ham-inspired apparel and accessories, ensuring the club’s colours receive a second life and keeping fabric in circulation.

This eco-friendly aspect underscores the initiative’s broader impact, extending beyond matchday to support sustainable practices in football. Birl’s involvement highlights a commitment to reducing waste in the sport’s apparel cycle.

Why Is BOYLE Sports Bringing Back the Shirt Swap?

Liam McKee, Head of Sponsorship at BOYLE Sports, provided insight into the decision. Commenting ahead of the activation, Liam McKee, Head of Sponsorship at BOYLE Sports, said:

“From the very start of the season, we’ve been focused on enhancing the supporter experience in meaningful ways. After such a strong response earlier this season, bringing the ‘Shirt Swap’ market stall back felt like a natural next step. We’re hoping that the event brings supporters good luck in this huge cup tie.”

This activation continues BOYLE Sports’ dedication to matchday enhancements and giving back to West Ham supporters. It builds on earlier efforts, including a free scarf giveaway before the season’s opening home fixture against Chelsea and the inaugural ‘Shirt Swap’ before the Newcastle United match in October.

What Previous BOYLE Sports Initiatives Have There Been?

BOYLE Sports has prioritised fan engagement since partnering with West Ham. The free scarf distribution kicked off the campaign ahead of the Chelsea clash, setting a tone of generosity. The October ‘Shirt Swap’ against Newcastle followed, proving popular and paving the way for this return.

These efforts demonstrate a consistent strategy, as noted in the official announcements, to celebrate the matchday and foster community ties.

What Makes This FA Cup Tie Special for West Ham Fans?

The quarter-final against Leeds United represents a pivotal moment in West Ham’s season, with progression to the semi-finals at stake. Marlon Harewood’s comments evoke the cup’s storied history at the club, adding emotional weight to the pre-match activation.

Fans trading shirts could enter the game with fresh kits, potentially boosting morale in a venue known for its vibrant atmosphere. The timing aligns perfectly with the event’s sustainability message, resonating with modern supporters’ values.

How Does This Fit Into West Ham’s Broader Sustainability Efforts?

West Ham United has increasingly emphasised green initiatives, and the ‘Shirt Swap’ aligns seamlessly. Partnering with Birl ensures traded shirts contribute to a circular economy, transforming waste into wearable items emblazoned with club motifs.

This approach not only minimises landfill contributions but also engages fans directly in eco-conscious behaviour. The club’s statements highlight how such programmes give cherished colours a second life, reinforcing long-term environmental stewardship.

What Should Fans Expect on Matchday?

Arriving early is key, with the stall operating strictly until kick-off. Marlon Harewood’s presence promises personal interactions, evoking nostalgia for his playing days. The mix of 2025/26 Home and Away shirts offers variety, subject to availability.

Supporters should prepare by bringing an old shirt—any condition accepted—to participate. Post-swap, they can join the pre-match buzz around the Olympic Bell before entering London Stadium.

Why Is Fan Engagement Like This Important for Clubs Like West Ham?

In an era of rising ticket prices and digital fatigue, tangible perks like free shirts strengthen bonds between clubs and supporters. BOYLE Sports’ role as Principal Partner amplifies these efforts, blending commercial goals with community benefits.

Liam McKee’s remarks underscore a focus on meaningful enhancements, while Harewood’s involvement adds authenticity. Such initiatives, especially tied to high-profile fixtures like the FA Cup, generate buzz and loyalty.

How Has the Previous Shirt Swap Been Received?

The October event ahead of Newcastle was deemed “really successful” by Marlon Harewood, with ample shirts distributed and positive fan interactions. This feedback directly influenced the decision to revive it for the Leeds tie, per BOYLE Sports’ assessment of the strong response.

What’s Next for BOYLE Sports and West Ham Partnerships?

While specifics remain unannounced, this ‘Shirt Swap’ reinforces ongoing collaboration. With the season progressing, further activations could follow, building on the scarf giveaway and prior swaps.

Fans should monitor West Ham’s official channels for updates, as these partnerships continue to evolve supporter experiences.