New shirt sponsor: Millwall sign record partnership with Swedish chocolate company

21 June 2019

Millwall
Photo: Getty Images Lee Gregory of Millwall will next year play with Huski Chocolate on the front of his shirt.

The Lions have signed a record-breaking five-year partnership with Huski Chocolate.

The club have increased their commercial revenue five years in a row.

Christian Fomsgaard Jensen cfj@offthepitch.com

Millwall have announced the Swedish chocolate company Huski Chocolate as their new principal partner ahead of the 2019/20 season. The two parties have signed a five-year agreement, which Millwall describes as the biggest in the club’s history - though they haven’t revealed any financial details. 

Huski Chocolate has been sponsoring Millwall since August 2018 and their logo featured on the back of The Lions’ first team shorts in the past season. The back of the shorts has now been exchanged for a more prominent spot on the chest.

 ...a significant and impressive example of their long-term commitment to the football club"

"Huski Chocolate have displayed tremendous loyalty to Millwall during our time working together up to this point and this principal partnership agreement is a significant and impressive example of their long-term commitment to the football club," said Stuart Lock, Millwall’s head of commercial and retail, in a club statement. 

"On behalf of everyone at Millwall," continued Lock, "I would like to place on record my sincere gratitude to Huski Chocolate for their continued professionalism and undoubted passion for the club and its fan base."

Commercial revenue increasing

Millwall’s commercial turnover has increased steadily over their five latest accounts, from £1.5 million a year to £2.2 million in 2018, and this progression will most likely continue with Huski Chocolate’s additional commitment to the club. 

"It has been marvellous to work with Millwall Football Club and we’re excited to take our relationship to the next level with this principal partnership, which is a natural progression," said Linus Wessmann, Huski Chocolate’s CEO. 

"We have enjoyed getting to know the supporters and staff at Millwall," remarked Wessmann, "and we have loved attending matches at The Den with its famous atmosphere."

Huski Chocolate replaces DCS Roofing and TW Drainage as principal partners. 

View all financial data for Millwall in the Off The Pitch Database, where you can find data on all clubs in the Premier League and the Championship.