Millwall FC have confirmed a new multi-year partnership with kwiff, the super-charged sports betting service, strengthening their relationship following a successful one-off sleeve sponsorship during the FA Cup Fifth Round earlier this year.

kwiff will now be a prominent presence at The Den, using the partnership to roll out a host of engaging fan initiatives, including exclusive content and match-day activations aimed at bringing supporters closer to the club.

The announcement also highlights kwiff’s commitment to safer gambling.  Their newly launched ‘Curfew’ tool allows players to set personalised time-based access restrictions on the platform, giving users greater control over when they engage with betting content.

This feature works alongside kwiff’s real-time behaviour monitoring system, which tracks player activity and flags early signs of potential harm. 

These innovations have earned the brand a ‘Safer Gambling Standard’ certification from GamCare.

Garry McGibbon, Director of Spryme Limited, commented: “It’s great to enter into this partnership with Millwall FC and we’re excited to see how it progresses. The foundation of any strong partnership is the people you work with. If our experience so far is anything to go by, it’s going to be a privilege working with a proper football club with such strong traditions. We’re really looking forward to it.”

Luke Wilson, Commercial Director at The Den, added: “We’re thrilled to be continuing our relationship with kwiff, following on from their sleeve sponsorship of our FA Cup Fifth Round tie last season. Within a competitive market, they have quickly established themselves as a fast-growing and innovative brand. We’re looking forward to working with Garry and his team throughout the coming season as we continue to support the growth of their brand within the UK.”