Kwiff Teams Up with Millwall FC in New Multi-Year Deal

Kwiff partners with Millwall FC

Kwiff has signed a multi-year sponsorship deal with Millwall Football Club. As part of the agreement, the bookmaker’s branding will appear across the club’s digital platforms and inside The Den. Moreover, the company wants to connect more directly with football fans and grow its presence in the UK market.

Although kwiff had already worked with Millwall earlier, this new deal signals a deeper and longer-term commitment. In addition, the operator views football as a key marketing channel. Long-term partnerships, therefore, play a central role in its brand strategy.

Focus on fan engagement

The partnership will include several initiatives focused on fan interaction. Specifically, kwiff plans to launch branded content and exclusive matchday promotions. These will target Millwall supporters both online and at the stadium. As a result, fans will have more ways to engage with their club and the brand.

Furthermore, kwiff sees this approach as a way to build stronger relationships with its audience. Possible activations may include giveaways, in-stadium displays, and pre-match competitions. Ultimately, the company aims to create meaningful experiences, not just ads.

Building on earlier cooperation

Previously, kwiff sponsored Millwall during their FA Cup match against Crystal Palace. Since the game aired nationally on BBC One, it offered the brand major visibility. That initial campaign allowed kwiff to test the impact of football sponsorships. Encouraged by the results, the company decided to pursue a more permanent agreement. Clearly, the new deal reflects mutual interest in continuing the relationship. On the one hand, kwiff gains access to a loyal fanbase. On the other hand, Millwall secures a committed commercial partner with shared goals.