Premier League: West Ham open its new official store at the Queen Elizabeth Olympic Park

The English international Mark Noble, captain of West Ham United FC (Premier League), opened the new official club shop situated in front of the former Olympic Stadium (60,000 capacity) in Stratford (East London suburb, ENG) at the Queen Elizabeth Olympic Park, on 23/06/2016. The stadium, the focal point of the 2012 London Olympics, is the new home of the "Hammers" from the 2016-17 season onwards.

The new club shop has an area 2.5 times larger than that of the store located in their former Boleyn Ground stadium (35,000 seats). It offers 1,200 product lines and has 44 cash registers, 12 machines for printing personalised shirts and a station for customising products of the club.

Screens will broadcast excerpts of matches, as well as West Ham news and promotional messages of the club and its partners. Guests can also take a break at the coffee club, "West Ham United Coffee Co.", installed in the store and open to the Olympic Park. The store is open seven days a week.

To celebrate the grand opening of the store, the first 16 buyers of one of the 2016-17 West Ham away shirts could have…