kwiff has been confirmed as the official betting partner and back-of-shirt sponsor of the Scottish Premiership side, Motherwell Football Club.
The initial two-year agreement between the challenger brand and the Lanarkshire-based club commences in time for the 2025/26 season, marking kwiff’s first foray into Scottish soccer as it aims for bigger exposure across the United Kingdom.
kwiff’s USP is its “supercharged” betting experience, which can see odds randomly increased, and now its exposure will grow in Scotland with branding to be displayed across the bottom of Motherwell’s home and away shirts.
Motherwell FC commercial director Suzanne Reid welcomed the “perfect way” to bolster preparations for the new season, in what is said to be a landmark deal for the club.
“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.”
From kwiff’s position, the link-up has been enabled through Spryme Limited, the Gibraltar-based marketing services arm of its parent company, Eaton Gate Gaming.
“We’re very pleased to join forces with Motherwell FC, a club with a proud history and passionate fans,” stated Garry McGibbon, director of Spryme.
“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,” he added.
Our biggest back-of-shirt sponsor to date 👋
Welcome, @KwiffOfficial.
— Motherwell FC (@MotherwellFC) May 30, 2025
We need to practise what we preach
Motherwell FC has a strong community ethos, drawing its core support from the relatively small working-class, post-industrial town of the same name.
It is located just under 25 kilometers from Glasgow, where Scottish soccer giants Rangers and Celtic are based.
“We exist to improve people’s lives” is a motto that Motherwell prides itself on, and there has been a backlash from the club’s supporter base on a fresh relationship with a gambling brand.
Speaking to ReadWrite.com, one source close to the heart of the Motherwell fan scene commented:
“I think we need to practise what we preach, in terms of the ethos that we promote (as above).”
“I understand that gambling companies have been prominent in sport for many years, but for me it’s more about us than them.”
“It’s a competitive industry and of course, all clubs need to look at all revenue streams, but this one, in my opinion, goes against our ethos.”
Image credit: Motherwell FC
