Millwall Secures New Front Of Shirt Partner

Millwall FC has struck a multi-year front of shirt partnership with payments app MyGuava, taking effect from the 2024/25 season.

MyGuava’s logo will feature on the club’s men’s and academy team’s kits, replacing Swedish chocolate brand Huski, which had been the Lions’ main shirt sponsor since 2019.

The EFL Championship club filed a lawsuit against Huski in December. Although details of the case were not disclosed, it was listed as a claim over general commercial contracts and arrangements, according to the UK High Court filing system.

Through the new agreement, limited edition Millwall-branded MyGuava cards will be available for fans, and will launch exclusively on the MyGuava app later this season.

Users will be able to receive prizes and awards for their daily spending with the card.

Grant Wyatt, Head of Partnerships at MyGuava, said, “This exciting partnership underlines our unwavering commitment to innovation and community engagement.

“Seeing the MyGuava logo on the team’s shirts is a moment of pride for us. We look forward to delivering cutting-edge payment solutions
to Millwall Football Club and their passionate fans.”

Luke Wilson, Chief Commercial Officer at Millwall, added, “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 across the duration of our partnership.”

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