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MILLWALL has severed its relationship with shirt sponsor MyGuava after the company halted services to the club following a nationwide ban in the UK.
The South London club had only entered into an agreement with MyGuava 18 months ago.
Millwall has ended its partnership with shirt sponsor MyGuavaCredit: PA
However, in September, its parent company Guavapay suspended all customer transactions across the UK.
This action followed a restriction imposed by the Financial Conduct Authority, which prevented Guavapay from accepting funds from existing customers.
The club stated that this situation “led to various contractual breaches” and described the issue as “of the highest gravity.”
The Lions will now eliminate the company’s name from their platforms, including first-team shirts and stadium signage.
A statement from the club read: “Millwall Football Club has terminated its commercial partnership with MyGuava with immediate effect.
“In September, the club announced that it had been informed that Guavapay – the parent company of its front-of-shirt partner MyGuava – had suspended all customer transactions and services across its consumer platform with immediate effect.
“In November, it became evident that MyGuava had ceased its services to the club, resulting in various contractual breaches.
“As part of this decision, all MyGuava branding will be removed from the club’s assets, including but not limited to all First-Team and Academy kits, stadium signage, digital platforms, and any other associated materials.
The club emphasized that the matter was ‘of the highest gravity’ following the suspension of services in the UKCredit: PA
“Millwall Football Club considers this issue to be of the highest gravity and has initiated legal proceedings to defend its position and interests.
“While disappointed with the outcome after a productive 18-month partnership, the club is pleased to announce a new front-of-shirt sponsor shortly.”
Millwall subsequently announced that the Wiggett Group would be its new front-of-shirt sponsor.
The club’s commercial officer, Luke Wilson, commented on the decision to remove MyGuava as its sponsor but noted that replacing them with Wiggett was a “strong outcome.”
Wilson stated: “Although the MyGuava situation has been incredibly frustrating, especially given their positive engagement during the first 18 months of the agreement, this new partnership represents a very strong outcome for the club.
“We have acted swiftly to protect the club’s interests, allowing us to recoup some revenue this season while also establishing a longer-term, more substantial relationship with a historically stable partner.
“Simultaneously, we are collaborating closely with legal counsel to recover the outstanding balance owed to the club by Guavapay.”
Millwall is currently sixth in the Championship table after a successful season and hopes to secure a play-off spot next summer.
They have accumulated 35 points from 22 matches, boasting 10 wins, five draws, and seven defeats.
Frequently Asked Questions
Why did Millwall terminate its partnership with MyGuava?
Millwall terminated its partnership with MyGuava after the company suspended services across the UK, leading to various contractual breaches.
Who is Millwall's new front-of-shirt sponsor?
Millwall has announced that the Wiggett Group will be their new front-of-shirt sponsor.
What is Millwall's current standing in the Championship?
Millwall is currently sixth in the Championship table, with a total of 35 points from 22 matches.
Eze Chidiebere Paul
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