Cardiff City have announced a new commercial partnership with intelligent payments platform Zilch, who will serve as the club’s Official Way to Pay and Shorts Sponsor for the 2026/27 season.

The tie-up marks the next step in Zilch’s push to build a fan rewards platform across football, with the aim of giving supporters genuine value regardless of which division their club plays in.

Cardiff becomes the latest club to sign up to the scheme, extending Zilch’s model beyond the Premier League for the first time.

Founded in 2019, Zilch describes itself as an intelligent payments platform built to save customers time and money, offering an all-in-one alternative to traditional cards that combines debit, credit, instalments, earned wage access, credit building, deals and rewards, all designed to optimise cashflow and maximise the value of every pound spent.

The company now drives more than £2.5 billion to its partner merchants annually.

Zilch already has experience of this kind of partnership in English football’s top flight, having become Arsenal’s Official Way to Pay last season.

That deal focused on giving Gunners fans real value from the outset, from matchday discounts and exclusive player access to activations putting free merchandise directly into supporters’ hands.

The move into south Wales applies that same fan-first approach in a very different football environment, with Zilch keen to show the model can work wherever there’s a genuine connection between fans and their club.

The club’s supporter base is also said to closely reflect Zilch’s core UK customer demographic, making the partnership as sound commercially as it is culturally.

As Official Way to Pay and Shorts Sponsor, Zilch’s branding will be visible around Cardiff City Stadium throughout the campaign, and supporters stand to benefit directly.

Fans paying with Zilch will get 10% off all food, drink and merchandise both in the stadium and at the club shop, while the season will also bring exclusive player access moments, ticket and matchday experience giveaways, and a series of fan activations aimed at bringing supporters closer to their club and community.

“Arsenal showed us what’s possible when you put fans genuinely at the centre of a partnership,” Kirsty Spickett, Chief Marketing Officer at Zilch, said.

“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.”

“We are thrilled to welcome Zilch as our Official Way to Pay and Shorts Sponsor for the upcoming season,” Ken Choo, Cardiff City FC’s Executive Director & CEO, added.

“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.”

“The cost of going to football is an ongoing concern for supporters,” Mike Spear, Chairman of Cardiff City Supporters Trust, said, welcoming the news.

“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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