MultiPay’s Seamless Payment Integration with Sportmaster: A Testament to Ongoing Partnership

In the ever-evolving world of retail, seamless and efficient payment processing is crucial for ensuring a satisfying customer experience. MultiPay Global Solutions, a pioneering payments technology company, has consistently proven its commitment to this ideal. In this blog, we’ll delve into the recent collaboration between MultiPay and Sportmaster, a leading Danish sports goods retailer that was acquired by one of MultiPay’s long-standing customers, Frasers Group. We’ll also explore MultiPay’s unique approach to providing tailor-made solutions for its customers, exemplified by its partnership with Frasers Group and now Sportmaster.

The Dynamics of the Acquisition

Sportmaster, established in 1979, has evolved into one of Denmark’s premier omnichannel sports goods retailers, boasting an extensive network of 75 stores and a loyalty program with over 1.5 million members. Frasers Group, a UK-based publicly listed retailer with a diverse portfolio of sports, lifestyle, and luxury stores, recently made a significant move by acquiring Sportmaster. This marked Frasers Group’s entry into the Danish market and solidified its position as a global retail powerhouse, with revenue exceeding GBP 3.6 billion and 25,000 employees.

What makes this acquisition particularly intriguing is the synergistic potential between Sportmaster’s established market presence and Frasers Group’s expansive reach. Sportmaster’s experienced management, strong brand awareness, and nationwide network make it a valuable addition to the Frasers Group family.

The Role of MultiPay Global Solutions

MultiPay Global Solutions, headquartered in London and Milan, specialises in providing large retailers with the ability to accept payments seamlessly across various channels. The company’s unique API acts as a single point of integration, bridging the gap between different payment methods and acquirers. MultiPay’s payment gateway is designed to cater to diverse sectors and is trusted by industry giants like Frasers Group, Inditex, and now, Sportmaster thanks to Frasers Group’s recent acquisition.

Moreover, in their ongoing commitment to delivering cutting-edge payment solutions, MultiPay has recently formed a strategic partnership with Shift4, a prominent player in the Nordic’s acquiring space. This partnership allows MultiPay to offer Sportmaster and its customers access to a wider array of payment options, ensuring a truly seamless and efficient payment experience across all Sportmaster stores.

With MultiPay’s innovative payment technology and the expertise of Shift4 in the Nordic region’s acquiring landscape, Sportmaster can now provide its customers with an even more comprehensive and reliable payment ecosystem. This collaboration demonstrates MultiPay’s dedication to continuously enhancing its services and providing tailored solutions to meet the evolving needs of its clients, further solidifying its position as a trusted partner in the realm of payment technology.

The Three Pillars of MultiPay’s Award-Winning Couture Customer Service

What sets MultiPay apart is its commitment to offering a tailored customer service experience. This philosophy is woven into every aspect of our operations and has been recognised with prestigious awards such as the CXA Europe Silver and Gold for CXA UK. MultiPay’s dedication to excellence in customer service is delivered through three key elements:

1. Dedicated Single Point of Contact

Unlike the typical maze of outsourced call centers, MultiPay assigns a dedicated single point of contact for each customer. These experts have an in-depth understanding of the client’s needs, acting as both problem solvers and innovation consultants. This streamlined communication ensures swift and accurate issue resolution, with processes tailored to the customer’s unique requirements.

2. Access to the C-Suite

MultiPay understands the value of experience in the payments industry. That’s why they offer direct access to their C-suite, comprising industry experts with over 40 years of experience. This access ensures highly tailored consultancy and support, fostering collaborative relationships with their clients.

3. Emphasis on Technology

Technology is at the heart of MultiPay’s customer service strategy. With a workforce comprising two-thirds technology experts, they continually innovate their services to anticipate and meet their customers’ technological needs. This proactive approach enables MultiPay to transform challenges and ideas into revenue-generating solutions.

The Journey with Frasers Group

MultiPay’s partnership with Frasers Group, which includes renowned brands like Sports Direct, House of Fraser, Jack Wills, and Game, serves as a testament to the effectiveness of their customer service. The collaboration aimed to create a bespoke in-store mobile payments solution to enhance the customer experience, particularly at Sports Direct stores.

Sports Direct wanted to reduce the waiting times at checkout, particularly when making quick purchases. Recognising this pain point, MultiPay took proactive steps to streamline the checkout processes, minimize friction, and elevate the overall customer experience. 

Understanding the need for efficiency in a retail giant like Sports Direct, MultiPay aimed to provide a standardised card solution that could be swiftly deployed and seamlessly integrated across all markets. Leveraging their unique card-present gateway, MultiPay initiated changes that led to remarkable outcomes, including substantial cost savings and a heightened sense of confidence in Sports Direct’s ambitious global expansion plans.

This strategic intervention not only resolved the immediate challenges but also laid the foundation for a more efficient and customer-centric checkout experience, exemplifying MultiPay’s commitment to delivering innovative solutions that drive positive outcomes for their partners and their customers.

Our Customer’s Perspective

“It is great to know that our payment partner has the scale, agility, and detailed knowledge of our infrastructure to ensure we are ready and can offer an unbeatable experience… Payment is a key part of the customer experience as it is the point where a consumer fully commits to our brand and products. MultiPay Global Solutions understands this and delivers a seamless payment experience while removing the complexities often felt when managing multiple systems.” (Frasers Group)

Building on the Result

MultiPay’s commitment to providing a superior customer experience extends beyond their existing partnerships. In a rapidly evolving payments landscape, they strive to anticipate the solutions needed to stay ahead. By giving businesses control over their payments through tailored, simplified solutions, MultiPay ensures that their customers remain satisfied and maintains their long-standing successful relationships.


In MultiPay’s COO, Delia Pedersoli recent article featured on Finextra, she underscores the importance of developing a consultancy relationship with your supplier, echoing the sentiment that working closely with a partner who offers a bespoke service and understands your business inside out can make all the difference. Her insights extend beyond the typical “turn it off and on again” approach, emphasizing the value of a supplier who is fully aligned with the solutions they provide, not just during implementation but also when facing future challenges.

This philosophy aligns seamlessly with MultiPay Global Solutions’ core values. The strategic alliance between MultiPay, Frasers Group, Sportmaster, and Shift4 serves as a testament to the transformative power of innovation, collaborative synergy, and an unwavering dedication to customer service. As the retail industry experiences dynamic shifts, it becomes increasingly evident that a trusted partner like MultiPay is essential for delivering seamless payment experiences and maintaining a competitive edge.

With a relentless commitment to tailoring solutions and a consultancy-based approach, MultiPay is not only shaping the future of payments but also empowering businesses to thrive in an ever-evolving marketplace. This unwavering dedication to customer-centricity ensures that MultiPay’s clients not only acquire the right technology but also benefit from the invaluable service and support required to navigate the challenges of today and tomorrow.

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