Zilch is proud to announce its latest football partnership with Cardiff City FC, becoming the club’s Official Way to Pay and Shorts Sponsor.
Last year when we made our first move in football sponsorship, becoming Arsenal’s Official Way to Pay, we made a promise. Not just to put our logo everywhere, but to create experiences that supporters genuinely wanted to be part of – and to use our product to give fans real, tangible value. Last season, Zilch became Arsenal FC’s Official Way to Pay, focused from day one on giving supporters genuine value – from matchday discounts and exclusive player access to activations that put free merchandise directly into fans’ hands.
The response showed us something important: when a brand stops acting like a sponsor and starts genuinely showing up for supporters, fans notice.
Today, we’re bringing that same thinking to Cardiff City.
We’re proud to be partnering with the Bluebirds, who are on an upward trajectory after promotion to the Championship last season. Cardiff is a proud, one-club city with a fiercely loyal fanbase, a distinct identity, and deep community roots. It’s exactly the kind of club the Zilch sponsorship model was built for.
What it means for Cardiff City fans
Cardiff supporters will receive 10% off all stadium and in-store purchases (including food and drink) when they pay with Zilch, whether using our debit or credit products. Click here to learn more.
Beyond the discount, supporters can also look forward to exclusive player access, season-long ticket and experience giveaways, and activations designed around one simple principle – giving something meaningful back to the fans.
Make sure you’re following us on Instagram for the latest fan activations and Zilch x Cardiff content.
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. We can’t wait to get started and show what that looks like for Bluebirds supporters.”
Ken Choo, Executive Director & CEO at Cardiff City FC, said:
“We’re thrilled to welcome Zilch to the Cardiff City family 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.”