MILLWALL have cut ties with shirt sponsor MyGuava after the company suspended services to the club following a UK-wide ban.
The South London club only signed an agreement with MyGuava 18 months ago.
But in September its parent company Guavapay suspended all customer transactions across the UK.
It came after the Financial Conduct Authority restricted Guavapay’s services, preventing them from accepting money from existing customers.
The Championship club said the situation “led to various contractual breaches” and said the matter was “of the highest gravity”.
The Lions will now remove the company’s name from their platforms, including first team shirts and stadium signage.
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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 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.
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“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.”
Millwall went on to announce that the Wiggett Group would be its new front-of-shirt sponsor.
The club’s commercial officer Luke Wilson touched on the decision to remove MyGuava as its sponsor but said replacing them with Wiggett was a “strong outcome”.
Wilson said: “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.”
Millwall are currently sixth in the Championship table after a positive season under Alex Neil and will hope to secure a play-off spot next summer.
They have 35 points from 22 games after 10 wins, five draws and seven defeats.
