Fintech
British football club Millwall signs multi-year deal with fintech startup MyGuava
Millwall Football Club has signed a multi-year partnership with fintech company MyGuava, introducing a new front-of-shirt sponsor for the Championship side. The deal, which will begin from the 2024/25 season, will see MyGuava branding appear on the shirts of both the senior men’s team and academy players.
This partnership represents Millwall’s first change to front of shirt sponsorship since 2019. MyGuava, a payment platform app owned by global financial technology Guavapay company, 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 raise awareness of the MyGuava multi-currency Visa card, available to users of the MyGuava app and MyGuava Business, Guavapay’s flagship products.
Although Millwall have never played in the top flight of English football and currently compete in the second tier, they have a very large fan base and are one of the best known and most popular football clubs in the United Kingdom. Due to their location on the outskirts of London, the team often plays against top-tier clubs, including the popular derby with West Ham United.
“With international interest in Millwall Football Club and MyGuava growing rapidly, this is a fantastic time to begin our partnership,” Luke Wilson, Chief Commercial Officer at Millwall FC. “Guavapay is a technology innovator in the financial payments space, so we look forward to working closely with them on ways to enhance the fan experience.”
As part of the deal, MyGuava will introduce limited-edition payment cards designed by Millwall, 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, having already partnered with Queen’s Park Rangers and Crystal Palace.
“We are thrilled to introduce MyGuava as Millwall Football Club’s shirt sponsor and official payments partner,” said Grant Wyatt, Head of Partnerships at MyGuava, of 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 remembering that a former Millwall player, Tim Cahill, became the ambassador for the FX/CFD brand Acy Securities a few years ago.
Football is popular among financial companies
Football has always been the most popular sport among payment companies and FX/CFD brokers looking to advertise through sports. Motor racing takes second place and, interestingly, golf comes in third.
Earlier this week, Finance Magnates reported that the cryptocurrency exchange
BingX Partners with Chelsea FCbecoming the sponsor of the Training Kit.
Previously, West Ham United called Intuit QuickBooks as a sleeve sponsor and at the end of 2023, eToro Signs Three-Year Partnership with the Australian Football League.
Millwall Football Club has signed a multi-year partnership with fintech company MyGuava, introducing a new front-of-shirt sponsor for the Championship side. The deal, which will begin from the 2024/25 season, will see MyGuava branding appear on the shirts of both the senior men’s team and academy players.
This partnership represents Millwall’s first change to front of shirt sponsorship since 2019. MyGuava, a payment platform app owned by global financial technology Guavapay company, 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 raise awareness of the MyGuava multi-currency Visa card, available to users of the MyGuava app and MyGuava Business, Guavapay’s flagship products.
Although Millwall have never played in the top flight of English football and currently compete in the second tier, they have a very large fan base and are one of the best known and most popular football clubs in the United Kingdom. Due to their location on the outskirts of London, the team often plays against top-tier clubs, including the popular derby with West Ham United.
“With international interest in Millwall Football Club and MyGuava growing rapidly, this is a fantastic time to begin our partnership,” Luke Wilson, Chief Commercial Officer at Millwall FC. “Guavapay is a technology innovator in the financial payments space, so we look forward to working closely with them on ways to enhance the fan experience.”
As part of the deal, MyGuava will introduce limited-edition payment cards designed by Millwall, 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, having already partnered with Queen’s Park Rangers and Crystal Palace.
“We are thrilled to introduce MyGuava as Millwall Football Club’s shirt sponsor and official payments partner,” said Grant Wyatt, Head of Partnerships at MyGuava, of 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 remembering that a former Millwall player, Tim Cahill, became the ambassador for the FX/CFD brand Acy Securities a few years ago.
Football is popular among financial companies
Football has always been the most popular sport among payment companies and FX/CFD brokers looking to advertise through sports. Motor racing takes second place and, interestingly, golf comes in third.
Earlier this week, Finance Magnates reported that the cryptocurrency exchange
BingX Partners with Chelsea FCbecoming the sponsor of the Training Kit.
Previously, West Ham United called Intuit QuickBooks as a sleeve sponsor and at the end of 2023, eToro Signs Three-Year Partnership with the Australian Football League.