Zilch joins Cardiff City's matchday kit

Type: Branding - shorts sponsorship and payments partnership
Sport: Football / EFL Championship
Announced: August 2026

Zilch has become Cardiff City's Official Way to Pay and Official Shorts Sponsor, bringing its payments platform onto the club's playing kit and into the fan experience.

• Zilch has signed a multi-year partnership with Cardiff City FC, becoming the club's Official Way to Pay and Official Shorts Sponsor. The fintech's logo will appear on the first team's playing shorts throughout the 2026/27 season, while the agreement also gives Zilch branding across Cardiff City Stadium, the club's digital channels and fan-facing activations.

• The partnership goes beyond kit visibility by integrating Zilch's payments platform into the supporter journey. Fans will be able to use Zilch across Cardiff City's retail and ticketing ecosystem, giving supporters another flexible payment option while allowing the fintech to showcase its digital payments offering to a loyal football audience.
• Philip Belamant, Co-Founder and CEO of Zilch, said: "Cardiff City is a proud club with an incredibly passionate fanbase, making it the perfect partner as we continue building awareness across the UK. We're excited to bring supporters more flexible ways to pay while creating rewarding experiences throughout the season."
• Rohaan Shah, Chief Commercial and Brand Officer at Cardiff City FC, said the club was pleased to welcome Zilch as both its Official Way to Pay and Official Shorts Sponsor. He added that the partnership combines innovation with practical value for supporters by improving the matchday and retail experience while introducing a new commercial partner to the Bluebirds family.
• The agreement strengthens Zilch's growing presence in sport, using football as a platform to introduce its ad-enabled payments model to mainstream consumers. For Cardiff City, the deal combines premium kit inventory with a fintech partner whose product can be activated throughout the fan journey, from buying tickets to purchasing merchandise.

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