Kwiff, the super-charged sports betting platform, has announced a new multi-year partnership with Millwall Football Club.
As part of the agreement, kwiff will look to engage fans through a series of supporter-focused initiatives, including exclusive content and matchday activations designed to reward Millwall’s loyal fanbase.
The announcement follows the recent launch of kwiff’s innovative Curfew tool—an in-app feature that allows users to set specific time restrictions on their access to the platform. The move reflects kwiff’s continued commitment to responsible gambling, complementing its existing real-time player monitoring system, which identifies early behavioural risks. These efforts have earned the operator GamCare’s ‘Safer Gambling Standard’ certification.
Kwiff previously featured as Millwall’s sleeve sponsor for the Emirates FA Cup Fifth Round clash against Crystal Palace in March 2025.
Garry McGibbon, Director at 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 Millwall FC, 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.”
