Key points:
- Kwiff becomes official partner of Millwall FC
- Agreement includes fan engagement and matchday activations
- Follows introduction of ‘Curfew’ tool and recent Motherwell FC deal
Kwiff has entered into a multi-year sponsorship agreement with Millwall FC, extending its presence in UK football and continuing a relationship that began with an FA Cup sleeve sponsorship earlier this year.
Under the new deal, kwiff will engage with Millwall supporters through content-driven campaigns and matchday initiatives.
The announcement follows kwiff’s introduction of its ‘Curfew’ feature, which allows users to limit access to the platform during selected time periods. The tool is part of the company’s broader focus on responsible gaming and complements its real-time behavioural monitoring system.
Garry McGibbon, Director at Spryme Limited, said: “It’s great to enter into this partnership with Millwall FC and we’re excited to see how it progresses. If our experience so far is anything to go by, it’s going to be a privilege working with a proper football club with such strong traditions.”
Good to know: Kwiff was founded in 2015 and is licensed by the UK Gambling Commission, Isle of Man Gambling Supervision Commission and Irish authorities
Kwiff received the ‘Safer Gambling Standard’ certification from GamCare for its responsible gaming efforts and has recently expanded its sponsorship activity across the UK.
In May 2025, it was named the official betting partner and Back of Shirt sponsor for Motherwell FC in the Scottish Premiership – the brand’s first football partnership in Scotland.
Millwall’s Commercial Director Luke Wilson commented: “We’re thrilled to be continuing our relationship with kwiff, following on from their sleeve sponsorship of our FA Cup Fifth Round tie last season.”
The new agreement forms part of kwiff’s wider UK strategy, which also includes partnerships in boxing and other sports.
