Online payments business GuavaPay has penned a deal to become Millwall’s front-of-shirt sponsor for the 2024/25 EFL Championship season.
The deal, which will see the logo for the company’s MyGuava app featured on the football team’s kits, and on the shirts of the academy players.
GuavaPay has invested heavily in football sponsorships in recent months, having also announced deals with rival London clubs Queen’s Park Rangers and Crystal Palace.
Luke Wilson, chief commercial officer at Millwall, said the partnership is working to accelerate the current growth of both Millwall and the payments business.
“With international interest in both Millwall Football Club and MyGuava growing rapidly, this is a fantastic time for our partnership to begin,” he said.
“Guavapay is a technological innovator in the financial payment industry, so we’re looking forward to working closely with them in a variety of ways to enhance the fan experience across the duration of our partnership.”
The deal is designed to support MyGuava’s objectives to position as an organisation dedicated to community engagement and persistent innovative efforts.
In addition to the front-of-shirt feature, GuavaPay is issuing limited-edition Millwall-branded MyGuava cards.
Through MyGuava’s app, Millwall supporters will have the exclusive opportunity to receive a custom card and win prizes as rewards for daily spending.
“Launching a bespoke, Millwall-designed, MyGuava card also shows their dedication to ensuring our passionate fanbase is at the forefront of their commitment to the club, and able to take advantage of the benefits of this partnership,” Wilson added.
MyGuava is an online payments platform app by Guavapay, a global fintech company, which offers users a combined way to spend and manage money.