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.
• Kirsty Spickett, Chief Marketing Officer at Zilch, said:
  “Arsenal showed us what’s possible when you put fans genuinely at the centre of a partnership. Cardiff City gives us the chance to prove that the same approach works in another football environment—one with just as much passion, loyalty and community spirit. It’s to demonstrate that the model we’ve developed at Arsenal can be replicated wherever fans have that deep, genuine connection to their club—and Cardiff City is exactly that kind of club.”
• Ken Choo, Cardiff City FC’s Executive Director & CEO, said:
  “We are thrilled to welcome Zilch as our Official Way to Pay and Shorts Sponsor for the upcoming season. Our supporters are at the heart of everything we do, so partnering with a brand that shares our commitment to delivering real value to our fans was a natural choice. From stadium discounts to unique matchday experiences, this partnership ensures our passionate fanbase reaps direct benefits throughout the 2026/27 campaign. We look forward to working closely with Zilch to make this a memorable season both on and off the pitch.”
• Mike Spear, Chairman of Cardiff City Supporters Trust, said:
  “The cost of going to football is an ongoing concern for supporters. Any initiative that reduces what it costs City fans attending games has to be a good thing. We at the CCST support the initiative Zilch is delivering this season – it’s a great gesture that I am sure will be well-received.”

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