Millwall has signed a new deal with kwiff, making the betting operator its official UK betting partner for the upcoming season. The Millwall kwiff partnership picks up where they left off after kwiff featured on the team’s shirts during last season’s FA Cup run. kwiff, famous for its “supercharged” betting odds, is betting big on football fans to grow its name.

• kwiff has been shaking things up since 2015 with its surprise-boosting odds feature. Instead of regular fixed boosts, any bet can get “supercharged” at random, meaning players could suddenly see a much higher payout. It’s a gamble on top of a gamble, something kwiff says keeps punters coming back for more.

• This fresh Millwall kwiff partnership comes right after kwiff launched a new safety tool called ‘Curfew’. The feature lets players set up personal time-outs to avoid late-night or impulsive bets. kwiff says it’s a way to give players more control without taking away the fun.

• kwiff has also been recognised for putting safer gambling at the heart of its brand. The company was awarded the Safer Gambling Standard certification by GamCare, a big nod in the industry. On top of ‘Curfew’, kwiff tracks player habits in real time to flag any risky behaviour early.

• kwiff’s Director of Acquisition, Garry McGibbon, couldn’t hide his excitement about working with the club. “If our experience so far is anything to go by, it’s going to be a privilege working with a proper football club,” he said. He clearly sees Millwall as a perfect match for the brand.

• Over at The Den, Commercial Director Luke Wilson said he’s happy to deepen the ties with kwiff. He highlighted how fast kwiff has made a name for itself in a busy market and called them an inventive partner to have onboard. Both sides seem eager to see how far they can take this deal in the coming season.

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