Millwall Football Club has entered into a multi-year partnership with fintech company MyGuava, introducing a new front-of-shirt sponsor for the Championship side. The agreement, set to commence from the 2024/25 season, will feature the MyGuava brand on the jerseys of both the senior men's team and academy players.

Millwall FC Scores Long-Term Sponsorship Deal with Fintech Firm MyGuava

This partnership represents Millwall's first change in front-of-shirt sponsorship since 2019. MyGuava, a payment platform app owned by global fintech firm Guavapay, offers users solutions for managing and spending money and financial management tools. As reported by Finance Magnates, Guavapay partnered with Visa in May to launch an Out of Home (OOH) campaign across London. The collaboration aims to increase awareness of the MyGuava multicurrency Visa Card, which is available to users of the MyGuava App and MyGuava Business, Guavapay’s flagship products.

Although Millwall has never played in the top tier of English football and currently competes at the second level, it has a very extensive fan base and is one of the more recognizable and popular football clubs in the UK. Due to its location on the outskirts of London, the team often plays matches against top-tier clubs, including popular derbies with West Ham United.

"With international interest in both Millwall Football Club and MyGuava growing rapidly, this is a fantastic time for our partnership to begin,” Luke Wilson, Chief Commercial Officer at Millwall FC. “Guavapay are technological innovators in the financial payment industry, so we're looking forward to working closely with them on a variety of ways to enhance the fan experience."

As part of the agreement, MyGuava will introduce limited-edition Millwall-designed payment cards, available exclusively through the MyGuava app. These cards will offer supporters the opportunity to win prizes based on their daily spending habits.

The partnership comes as MyGuava expands its presence in football sponsorship, with existing partnerships already in place with Queen's Park Rangers and Crystal Palace.

"We are thrilled to introduce MyGuava as Millwall Football Club's shirt sponsor and official payment partner,” Grant Wyatt, Head of Partnerships at MyGuava, commented on the deal. “This exciting partnership underlines our unwavering commitment to innovation and community engagement."

Financial terms of the deal were not disclosed.

It is worth mentioning that a former Millwall player, Tim Cahill, became the ambassador for FX/CFD brand Acy Securities a few years ago.

Football Popular among Financial Firms

Football has consistently been the most popular discipline among payment firms and FX/CFD brokers looking to advertise through sports. Car racing takes second place, and interestingly, golf ranks third.

Earlier this week, Finance Magnates reported that the cryptocurrency exchange BingX partnered with Chelsea FC, becoming the Training Kit Sponsor.

Previously, West Ham United named Intuit QuickBooks as its Sleeve Sponsor, and at the end of 2023, eToro signed a three-year partnership with the Australian Football League.