Kwiff Extends UK Football Presence with Millwall FC Partnership
Kwiff has solidified its position in the UK football landscape by signing a multi-year sponsorship deal with Millwall Football Club. This agreement builds upon a previous collaboration, which saw Kwiff feature as a sleeve sponsor during an FA Cup match earlier this year.
The expanded partnership will focus on extensive fan engagement. Kwiff plans to implement a range of content-driven campaigns and matchday activities designed to connect with Millwall supporters.
## Responsible Gaming Initiatives and Recent Developments
This announcement follows Kwiff’s recent launch of its “Curfew” feature. This innovative tool empowers users to control their platform access by setting specific time limits, highlighting the company’s commitment to responsible gambling practices. This initiative complements Kwiff’s existing real-time behavioral monitoring system.
Garry McGibbon, Director at Spryme Limited, expressed his enthusiasm for the partnership, stating, “We are delighted to embark on this collaboration with Millwall FC, and eagerly anticipate its progress. Based on our previous experiences, we are confident that working with such a reputable and established club will be a rewarding experience.”
## Kwiff’s Background and Commitment to Responsible Gambling
Established in 2015, Kwiff holds licenses from the UK Gambling Commission, the Isle of Man Gambling Supervision Commission, and Irish regulatory authorities. The company’s dedication to responsible gaming has earned them GamCare’s “Safer Gambling Standard” certification.
This Millwall FC sponsorship follows Kwiff’s expanding portfolio of UK sports partnerships. In May 2025, Kwiff secured a significant agreement with Motherwell FC in the Scottish Premiership, marking their initial foray into Scottish football sponsorship and including the prestigious back-of-shirt sponsorship.
## Millwall’s Perspective and Kwiff’s Broader Strategy
Luke Wilson, Millwall’s Commercial Director, expressed his excitement about the continuation of the relationship with Kwiff, stating, “We are delighted to be extending our partnership with Kwiff, building on their successful sleeve sponsorship during our FA Cup Fifth Round match last season.”
This latest agreement with Millwall is part of Kwiff’s broader UK strategic plan, which encompasses partnerships across various sports, including boxing.
