Leading global FX ('forex', 'foreign exchange') broker and major sport sponsor Alpari UK has launched a new West Ham United advertising campaign entitled "Get in the game".

The campaign reveals the Hammers' new 2014/15 home kit and demonstrates what it means to be in the game – whether that's hammering home a winning goal or finding opportunity in the FX markets.

The video starts at a decisive moment in a must-win match as captain Kevin Nolan begins his run on goal. Elsewhere, a trader is analysing the FX markets, waiting for the right moment to trade. As Nolan sends the ball past the keeper, the trade is made.

With Alpari being principal sponsor of West Ham United for the second year in a row, the commercial aims to delivers a wider audience both for the client and for FX trading.

"Knowing when to strike is pivotal – whether it's leading a team to glory on the pitch or trading the financial markets", explained Catriona Mowat, Sponsorship and Events Executive at Alpari UK. "'Get in the game' demonstrates this and provides an exhilarating introduction to the new home strip.

"We're proud to sponsor West Ham United and look forward to supporting the team as they compete in the upcoming Barclays Premier League season", she added.

The new pinstripe kit echoes the one worn by John Lyall's legendary Hammers team who achieved the club's highest ever top-flight finish back in 1986. And while the kit features adidas' latest performance fabrics, the desire to challenge at the highest level remains the same.

Star of the campaign, captain Kevin Nolan, commented: "Alpari's 'Get in the game' video is a great way of promoting the new 2014/15 kit and connecting with what our sponsor, Alpari, does. The video has me scoring a goal while a trader makes his deal, showcasing the similarities between football and trading.

"Traders have to find the right moment to make the best trade. That's the same on the pitch as we look to make the right decision to get a winning result. Hopefully, we can make it a successful year for both Alpari and ourselves".

Note: other sponsorship activity by Alpari uk that we've reported on includes their five-year title partnership with World Match Racing Tour.