Millwall Football Club has initiated legal action against its former front-of-shirt sponsor, Guavapay, following a series of alleged contractual breaches. The Championship side has simultaneously moved to secure its commercial interests by announcing a new, immediate sponsorship agreement with the Wiggett Group.
Sponsorship Collapse and Regulatory Action
The club's relationship with payment solutions provider Guavapay, parent company of the MyGuava brand, began to unravel in September 2025. Millwall states it was informed that Guavapay had suspended all customer transactions and services on its consumer platform with immediate effect.
This development came after the Financial Conduct Authority (FCA) imposed significant restrictions on the company. The regulator's order prevented Guavapay from conducting any new business and from accepting fresh funds from its existing customer base.
Contractual Breaches and Legal Response
The situation escalated in November 2025, when it became clear that MyGuava had discontinued its services to the Championship club. Millwall asserts this led to "various contractual breaches" by the sponsor.
In a firm response, the club has removed all MyGuava branding from its assets. This includes first-team and academy kits, stadium signage, and digital platforms. A club statement emphasised the gravity of the matter, confirming that legal proceedings have been commenced to defend its position and interests and to recover outstanding funds.
A Swift New Partnership with Lifelong Fans
Despite the disruption, Millwall has acted swiftly to mitigate the financial impact. The club has announced a new, long-term front-of-shirt sponsorship deal with the Wiggett Group, effective immediately.
The Essex-based mechanical, electrical, and property services firm, which specialises in social housing, is not a new partner. Wiggett Group has supported the club for several seasons, most recently as the back-of-shirt and training wear sponsor. The new agreement represents a significant upgrade in their involvement.
Luke Wilson, Millwall's chief commercial officer, highlighted the unique nature of the deal, noting the Wiggett Group was founded by a family of lifelong Millwall supporters. He described the front-of-shirt sponsorship as a "dream come true" for them.
Wilson acknowledged the frustration of the MyGuava situation but stated the new partnership with a "historically stable partner" represented a very strong outcome. The club continues to work with legal counsel regarding the outstanding balance from Guavapay.
Addressing Fan Concerns Over Replica Kits
The club has recognised the inconvenient timing of the change, particularly for supporters who may have recently purchased replica shirts as Christmas gifts. Millwall confirmed it has consulted with the Fan Advisory Board and Millwall Supporters Club and will provide details on how it will assist affected fans.
This rapid transition from a failed sponsorship to a new, fan-backed deal underscores the commercial pressures and swift action required in modern football finance.
