It is time for “cool heads” at West Ham after Kurt Zouma’s inexcusable actions cost the club millions.

That is the view of finance guru Kieran Maguire, speaking exclusively to Football Insider about the ordeal involving the French defender.

Zouma, who signed for West Ham from Chelsea for £30m last summer, was recently filmed abusing his pet cat.

The 27-year-old has been widely pilloried and fined two weeks’ wages by the Hammers after a monumental backlash from supporters.

But he was picked for the 1-0 win over Watford on Tuesday (8 February), prompting outrage among sponsors.

Tourism firm Experience Kissimmee have ended a partnership with the Irons in response, while insurance company Vitality has suspended theirs.

Analysis from The Telegraph yesterday (10 February) has found that the commercial damage caused will run into seven figures.

The cat has been removed from Zouma’s care.

Maguire condemned Zouma’s behaviour and analysed the commercial fallout.

“They have got to do the right thing and be seen to do the right thing in terms of how they progress this story,” he told Football Insider‘s Adam Williams. 

“All sponsors have good behaviour clauses. We’ve seen Adidas drop Zouma as well.

“It’s a case of proportionate reaction, and perhaps you need a little bit of time to be proportionate in your response.

“You also have to look at it from a financial perspective. He cost them £30m and qualifying for the Champions League is worth a bare minimum of £30m. 

“He has been sanctioned and he will be reminded at every single match he plays in England about what he did. 

“It’s inexcusable, but you can’t un-kick the cat. It’s a time for cool heads and not to go down the populist route. 

“They will be concerned and talking to sponsors. At the same time, they have got to try and win football matches.

“The sponsors want them to see them win football matches as well, otherwise why sponsor the club? 

“Would he have been sacked if he was in another job? I don’t know, but not many other employers pay £30m for your services.”

West Ham posted a £65.3m loss on revenues of £139.5m in the last recorded financial year.

Commercial activities accounted for £34.5m of that figure.

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