Championship club opens legal proceedings after suddenly replacing shirt sponsor

Millwall have opened legal proceedings "to defend its position and interests" after ending its sponsorship deal with Guavapay. The club claim that they were told in September that the payment solutions provider had suspended all customer transactions and services across its consumer platform.

It came off the back of the Financial Conduct Authority slapping Guavapay with restrictions, which prevents them from carrying on any new business and accepting new money from existing customers. Last month, meanwhile, the company discontinued its services to Millwall, leading to a number of alleged contractual breaches.

As a result, the football club has made the decision to remove MyGuava branding from its assets, including the first-team kit. A statement from Millwall read: "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.

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"The Financial Conduct Authority had put restrictions on Guavapay meaning that they must refrain from carrying on any new business and from accepting any new money from existing customers. In November, it became clear MyGuava had discontinued its services to the club, which has led to 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. Millwall Football Club considers this matter to be of the highest gravity and has commenced legal proceedings to defend its position and interests.

"Whilst disappointed with the outcome following a productive 18-month partnership, the club is pleased to be in a position to announce a new front‑of‑shirt sponsor shortly."

The club has since announced that they have teamed up with the Wiggett Group in a new long-term front of shirt sponsorship deal. Millwall announced: "Millwall Football Club is delighted to announce that Wiggett Group will become The Lions’ new long-term front-of-shirt sponsor, with immediate effect.

"Wiggett Group is a thriving company, headquartered in Brentwood, Essex but with a national presence and an excellent proven track record as Social Housing Experts in Mechanical, Electrical and Property Services. Wiggett has been a long-term Partner of the club, growing their involvement to their most recent support as back-of-shirt and trainingwear sponsors over the past two seasons.

"Wiggett will now replace MyGuava on the front of the club's Men's First-Team and Academy shirts for the remainder of the season and beyond, replacing their back-of-shirt and training agreement from the summer, on a new long-term deal.

"While the circumstances around the termination of the agreement with MyGuava are outside of the club's control, the club appreciates that this announcement comes at an inconvenient time of year and that the immediate change will affect supporters who have recently purchased shirts, possibly as Christmas gifts.

"Further details on how the club will assist supporters who have purchased replica shirts to date can be found below. The Fan Advisory Board and Millwall Supporters Club have been consulted as part of this process, and that feedback, which the club is grateful for, has been taken into account when shaping the proposed approach."

Speaking about the deal, Millwall's chief commercial officer, Luke Wilson, added: "Wiggett Group is a long-term supporter of the club and a business founded by a family of lifelong Millwall fans. While they had already renewed their partnership for this season, they have now substantially increased their support for the club in order to become our front-of-shirt sponsor.

"A move which represents a dream come true for them, and we are delighted to support that ambition. While they are fans we have also worked closely with Reece and the team at Wiggett over recent years to generate a strong return on their investment for their business, particularly through our community work with the Trust around employment opportunities, so this is a fantastic endorsement of their trust in the club.

"While the MyGuava situation has been hugely 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 moved quickly to protect the club’s interests, enabling us to recoup some revenue this season while also securing a longer-term, larger relationship with a historically stable partner. At the same time, we are working closely with legal counsel to recover the outstanding balance owed to the club by Guavapay."