Millwall FC has partnered with shaka, a connectivity provider, to become the first football club in the UK to launch its own mobile network.
The new service, Millwall Mobile, runs on Three’s network and gives fans access to special discounts, exclusive rewards and the opportunity to directly support the club by purchasing a plan.
Supporters can choose from three plans, available with either a physical or eSIM, starting from just £10 per month. According to the club, supporters can save over £150 compared to traditional mobile providers – all with no contracts and the freedom to cancel at any time.
Luke Wilson, Chief Commercial Officer at Millwall, said: “With the advent of eSIMs there are now a number of virtual networks in the UK run by a variety of brands including Supermarkets and Satellite TV providers.
“There are also several football clubs in Europe who have taken advantage of the technology to deliver affordable and rewarding mobile plans to their fans, backed up by the reliability and scale of a main network provider.
“We’re delighted to be the first club in the country to bring this model to the UK and to our fans.”
As Wilson noted, Millwall isn’t the first football club to launch its own mobile network. Italy’s AC Milan and Brazil’s Flamengo have both used eSIM technology to offer fans tailored mobile plans.
Like these clubs, Millwall sees this partnership as a way to boost fan engagement while generating a reliable monthly income stream, a point highlighted by Jonas Jelinek, CEO of shaka.
Jelinek pointed out that football clubs worldwide are recognising the potential of offering branded mobile plans through eSIM technology, especially those that have a “religious fan-first approach” like Milwall.
“Unlike traditional one-off partnership models, mobile plans generate a recurring revenue stream, which is a more predictable income stream,” he said.
“We are excited to work with Millwall FC, one of the most innovative UK clubs. Their religious fan-first approach has impressed us and was the main reason for picking them as our first UK partner. With their own mobile plan, Millwall can offer a holistic fan experience unmatched by any other Premier League or EFL Championship club.”
The connectivity provider’s website features a dedicated page for football clubs, outlining how Shaka helps clubs generate recurring revenue from their fanbase.
A section of the website states: “Harness the passion of your fanbase by introducing branded mobile plans, creating a new recurring revenue stream. The shaka platform offers sport clubs a lucrative way of monetising their fandom.”
However, Wilson emphasised that this product is about more than just revenue, stating that it is a “great value” product designed to reward loyalty. One way this is achieved is by offering discounts to the most loyal fans, such as season ticket holders.
“Ahead of the proposed Three/Vodafone merger, we believe our tie up with shaka, a pioneering connectivity provider, will not only mean our fans will have great value, flexible plans that reward their loyalty via the club benefits on offer – but also access to the best network in London,” Wilson added.
“Not only that, but every plan will be directly supporting their club. Our delivery partner shaka has a wealth of experience in the Telco industry, so we’re excited to now launch the service to our fans alongside them.”
