Kwiff has confirmed a multi-year sponsorship deal with Millwall FC, strengthening its presence in UK football. This partnership builds on a previously established relationship that began with the cover sponsorship of the FA Cup in 2024.
Under the new deal, Kwiff will deliver content campaigns aimed at engaging Millwall fans, as well as exclusive matchday initiatives. Not only that, the company is looking to deepen its integration with the club’s fan base.
Introduction of technology for responsible gaming
Recently, Kwiff launched the “Curfew” function, a tool that offers users the possibility of limiting access to the platform at set times.
The initiative is part of the company’s responsible gaming policy and is in addition to the real-time behavioral monitoring system. This approach seeks to increase the safety of gamblers and prevent risky behavior.
According to Garry McGibbon, Director of Spryme Limited, “It’s great to be partnering with Millwall FC and we look forward to seeing how it develops. Judging by our experience so far, it will be a privilege to work with a real football club with such strong traditions.”
In addition, Kwiff has been awarded the ‘Safer Gambling Standard’ certification by GamCare, due to its measures to promote responsible gambling. The company has expanded its sponsorship activities throughout the UK and consolidated new fronts in the sports sector.
In May 2025, Kwiff became the official betting partner and back of shirt sponsor of Scottish Premiership club Motherwell FC. This represented the company’s first partnership in the Scottish football segment.
Millwall commercial director Luke Wilson said: “We are thrilled to continue our relationship with kwiff, following their sponsorship of the sleeve of our FA Cup fifth round match last season.
Finally, the agreement forms part of Kwiff’s comprehensive strategy in the UK, which includes other partnerships in modalities such as boxing and different sports.
