Starling Bank has announced a multi-year agreement with Arsenal, becoming the club’s Official Retail Banking Partner.
To mark the beginning of this collaboration, the bank has unveiled a financial literacy initiative designed to help people across the UK better understand and manage their money. The campaign is driven by research from Starling, which found that 44% of Britons would like to improve their financial management skills.
The series, branded “Good with Money”, uses football-inspired analogies to explain financial concepts in a relatable way. The first episode, “Defending against Cyber Crims”, is fronted by former Arsenal goalkeeper David Seaman and focuses on how individuals can protect their personal banking information.
Over the coming months, the bank will release more videos across social media and YouTube, addressing topics such as transaction monitoring and interest rates. The content will feature a range of Arsenal stars, including Alessia Russo and Beth Mead.
Starling chief marketing officer Michele Rousseau said, “From checking transfers to building a fantasy team, football supporters’ everyday habits translate perfectly into money management. Now, we want to empower more people to take on those habits. Together with beloved Arsenal legends, our financial literacy series will use the cultural currency of football as a platform to get people in the UK rethinking their relationship with their money.”
The partnership goes beyond content creation, extending across both Arsenal’s men’s and women’s teams. Starling customers will gain access to exclusive perks, including ticket giveaways, while the bank is also working with Arsenal in the Community to deliver programmes that benefit women and girls in North London, alongside local SMEs and female entrepreneurs.
This collaboration builds on Starling’s growing involvement in football. The bank previously sponsored the UEFA Women’s EURO 2022 and is the front-of-shirt sponsor for Southampton Women’s FC. It also runs grassroots initiatives such as Kick On, which has provided 10,000 kits to support more women and girls entering the sport.
Rousseau added, “We have a rich heritage in supporting the women’s game and bringing equality to pitches across the UK. Arsenal shares that ethos, and we’re looking forward to running several projects together that bring opportunities in football and finance to new communities.”
Arsenal’s chief commercial officer Juliet Slot said, “We’re delighted to welcome Starling as the eighth new partner to join our family of world-class brands here since the end of last season. Starling has such a strong footprint in the game already, including being at the forefront of supporting sustainable growth in the women’s game – a goal we’re both focused on and will underpin so much of our work together in the coming seasons. We’re proud to have Starling join our diverse range of partners, who together are powering our ambition for sustained success.”
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