Die With Your Boots On is the name of a unique collaboration between Iron Maiden and West Ham United. Named after the 1983 song of the same name and driven by die-hard West Ham fan and founder member of the band Steve Harris, this partnership brings together two institutions with shared origins in London’s East End.

Harris has been flying the flag for West Ham on stage for decades, with his bass guitar even featuring the club’s iconic logo. His love for the Hammers goes back to 1965, as he recollects, “I went to see West Ham play against Newcastle when I was 9 and my mate was 10. We jumped on a bus and went to the game, and they won 4-3 and that was it. I was hooked!”

Many Maiden fans around the world have embraced Harris’ passion for West Ham and taken up support for the club themselves, often appearing at concerts in Hammers apparel. Steve added, “When I’m up there playing and I see fans in the audience wearing West Ham stuff it gives me goosebumps.”

Tracey Stratton, Licensing Manager at West Ham, was aware of the phenomenon. “One weekend last summer our club shop was inundated with rock fans from all across the globe, and we realised that Iron Maiden were playing two sold out shows at the O2. It makes perfect sense to launch this collaboration, and with Steve’s passion for it and attention to detail it has been amazing.”