Mastercard has signed a three-year sponsorship deal with a small Welsh football club with the longest name in world football.
CPD Llanfairpwllgwyngyllgogerychwyrndrobwllllantysiliogogogoch FC will wear Mastercard branding on their shirts this season as part of a partnership that aims to promote the company’s new Click to Pay technology.
The non-league side, which plays in North Wales Coast West Division One, becomes the latest symbol of Mastercard’s push to make online shopping faster and more secure.
The sponsorship follows Mastercard’s February announcement that the Anglesey village of Llanfairpwll (as it is commonly known) would be one of eight long-named European places trialling Click to Pay.
The technology is a streamlined checkout tool designed to remove the need for shoppers to input personal details and long card numbers.
As part of the deal, Mastercard is backing the club’s promotion efforts while aiming to give the red card to online shopping frustrations.
The sponsorship also centres on the New York-headquartered giant’s focus on grassroots initiatives in smaller towns and villages as well as major cities.
The club’s shirt for the new season includes the full 58-letter name of the town, the club’s badge, a Welsh dragon and Mastercard and Click to Pay logos.
Mastercard is marking the side’s first home game of the season with a community event at the Maes Eilian ground, including free food, merchandise and a ‘Click to Pay’ pie van operated in partnership with the Co-op.
It follows a wave of investment in Welsh football. Wrexham AFC, now in the Championship after three consecutive promotions, became a global story following its 2021 takeover by Hollywood actors Ryan Reynolds and Rob McElhenney.
Just last month, former Premier League side and League Cup winners Swansea City also confirmed the involvement of a new music industry A-list investor as part of its push for international growth.
“You only have to look down the road at Wrexham to see how football partnerships can inspire success on the pitch and a huge feel-good factor off it,” said club chairman, Samantha Jones-Smith.
“This isn’t just another sponsorship deal for our club – it’s a collaboration that builds on the strong relationship Mastercard has forged with the Llanfairpwll community throughout the year.
“They’re not just putting their name on our shirts; they’re investing in our future, our facilities, and most importantly, our supporters.
“We’re looking forward to celebrating before our first home game of the season and getting the opportunity to try out the technology as we kick-off with Click to Pay together.”
Click to Pay is Mastercard’s answer to some of the biggest issues in online shopping, as it aims to offer a single-click checkout experience that removes the need to share card details with retailers.
The company aims to end manual card entry entirely by 2030 and sees initiatives like this one as a way to raise awareness and boost adoption, especially in smaller communities where digital solutions are still gaining ground.
Simon Forbes, division president, UK and Ireland at Mastercard, added: “Football clubs are the beating heart of communities across the country, and we’re proud to announce this long-term partnership, cementing our links with Llanfairpwll.
“This expanded collaboration reflects our commitment to backing grassroots football and local businesses and driving forward technology that helps support everyday transactions across small towns and villages as well as global cities.”
Kick It Out boss calls on tech companies to act on online abuse