By Matthew Thomson and Neil Bendle:
West Ham United is an English football team that competed to win the right to move their games to play in the stadium being constructed for the 2012 London Olympics. They secured financial support from the local government and the backing of the U.K. athletics. West Ham’s rival bidder, Tottenham Hotspurs, presented a strong business case for the move and required no public support. West Ham, despite this, won the right to move by focusing on the fan side of the equation. The case focuses on ensuring fan acceptance of the move. The learning objective is to illustrate how powerful emotional forces are in business decisions.