Kwiff makes Scottish football debut with Motherwell

UK betting operator Kwiff has made its debut in Scottish football, adding Premiership side Motherwell to its already quite extensive sports sponsorship portfolio.

The company, which operates what it calls a ‘super-charged sports betting’ solution, has signed the two-year deal ahead of the 2025/26 season, which will commence in three months time on 2 August.

Director of Spryme Limited, Garry McGibbon, Director of Spryme Limited, the marketing divison of Kwiff parent company Eaton Gate, commented: “We’re very pleased to join forces with Motherwell FC, a club with a proud history and passionate fans.

“Working with Motherwell gives us the perfect chance to introduce our brand to Scottish supporters, and we’re looking forward to getting behind Motherwell in the upcoming campaign.”

Kwiff was founded in 2015 and aims to give a ‘more entertaining user experience’. In detail, after placing a bet, the odds of any selection on any market at any time can be supercharged, meaning the possibility of greater returns.

Kwiff’s branding will now appear on the bottom of the back of the team’s shirts, continuing the operator’s current UK focus. Though Motherwell have struggled of late, having managed to stay in the topflight via the relegation playoffs this month, the deal affords Kwiff visibility in a well viewed football league.

Advertising in the league could become extremely valuable for operators like Kwiff in terms of advertising opportunities. In a report last year, Sky Sports revealed that the league’s viewership is most certainly on the rise – with nearly 2.5 million extra viewers tuning in for matches during that season.

A total cumulative audience of 12.5m watched SPFL games on the channel in season 2023/24, compared to 10.03 million in season 2022/23.

“Welcoming Kwiff as our official betting partner and back of shirt sponsor for the 2025/26 season is the perfect way to kick-start the new campaign,” added Commercial Director at Motherwell FC, Suzanne Reid.

“It’s great to have Kwiff behind us for the next two seasons at least, recording the club’s biggest back-of-shirt agreement. I look forward to working with them and thank them for supporting the club.”

Full force into UK sports 

Kwiff has also had moves in the English top football division, after its branding recently appeared on the sleeves of Millwall FC’s kit during an FA Cup tie against Crystal Palace.

Fortunately for Kwiff, the upcoming ban on betting brands in football, laid out in the White Paper, does not cover Scotland. Therefore, the brand may continue to place its focus in the North.

Significantly, Kwiff has also just announced its first major venture into boxing advertising through a deal with Seconds Out – a YouTube boxing channel. This partnership looks to allow Kwiff to engage with the growing boxing community.

The UK however is not the only market for Kwiff, with the firm also having an operations hub in Malta.

Speaking to SBC News last month, Ian Perrygrove, Chief Risk Officer at Kwiff, explained: “We love Malta for our operations, it is a thriving part of the international iGaming ecosystem. It brings us a lot of talent and is an incubator for innovation that improves our players’ real-world experiences. 

“It’s going to continue and people should be keeping a close eye on opportunities to join Kwiff in Malta.”