West Ham United officially appoints popular non-league club Hashtag United's advisor Karim Virani as its new interim CEO..

West Ham United announced on their official website on Wednesday that they have appointed non-league club Hashtag United executive advisor Karim Virani, as their new interim Chief Executive Officer.

According to West Ham United's official statement, Virani will fill the vacancy left by businesswoman and Conservative MP, Karren Brady, who has been unpopular with fans for many years, after her recent resignation.

In an interview with West Ham United's official website following the announcement of his appointment, Virani said: "I am very honoured to return to West Ham United. I have a deep affection and respect for this club."

"This is a big football club with incredibly loyal and passionate fans, a talented and dedicated team of players, coaches and staff, a proud and unique history, and an ambition to achieve the greatest success both on and off the pitch."

"I am determined to do everything I can to help the club achieve its goals. The primary focus and priority for everyone right now is to support Nuno Espirito Santo (head coach) and his players, helping them to achieve their goals with a positive attitude." "This season is coming to a close."

"Over the past few weeks and months, Nuno, his coaching staff, players, staffs, and our fans have shown tremendous dedication and teamwork in helping us improve our Premier League position. From now until the end of the season, we have a mission, and nothing can distract us."

"West Ham United is a club built on working-class values such as hard work, honesty, dedication, and solidarity – these values must continue to be the cornerstone of everything we do in the coming weeks and beyond."

It's worth mentioning that Virani's appointment marks the first time in English football that an executive from a non-league club has joined a Premier League club's board.

This is also Virani's second stint with the West Ham United family.

He previously served as the club's Head of Digital Services from 2015 to 2020, followed by Digital Director, Commercial Director, and finally Chief Commercial Officer, becoming a key member of the executive leadership team.

Since leaving the Hammers in December 2020, Virani has founded and successfully run his own sports marketing company.

From 2023 to 2025, he served as Chief Commercial Officer of Rangers Football Club.

In addition, he was appointed as a non-executive director of the English Mental Health First Aid Association and previously served as an executive advisor at non-league club Hashtag United.

Hashtag United was initially a celebrity football team founded in 2007 by Spencer FC (real name: Spencer Carmichael-Brown), a well-known British football YouTuber.

Since its founding, the team has hosted the EE Cup, an annual football tournament at Wembley Stadium featuring both internet celebrities and retired football stars.

In 2016, Spencer announced that Hashtag United would become a proper football club and had applied to join the English non-league football system.

In early 2018, Hashtag United successfully brought in former Chelsea captain Cesar Azpilicueta as a minority shareholder, and that summer, it was officially accepted into Step 10 league of English football.

After becoming a recognized non-league club, Hashtag United achieved three promotions in four years, accumulating a level of attention comparable to mid-to-lower-table Premier League clubs thanks to the immense popularity of its celebrity founder.

However, affected by the COVID-19 pandemic and being cheated by sponsors, Hashtag United faced financial difficulties this season, ultimately leading to their relegation from the Step 7 league.

Image source: Internet / Hashtag United official website