Funding Circle Extends PREM Rugby Partnership to Back UK Small Businesses for Fifth Season

Quick Summary

Funding Circle has renewed its SME finance platform partnership with PREM Rugby for a fifth consecutive season. This collaboration provides Funding Circle with high-visibility branding and content opportunities across the Gallagher PREM league, aiming to connect small business owners with essential growth capital and financial support services.

How Does Funding Circle Support UK Small Businesses?

SME finance platform leader Funding Circle utilizes this high-profile sports partnership to reach a diverse demographic of entrepreneurs across the United Kingdom. By positioning itself as the 'business finance that backs you,' the platform simplifies access to credit for firms navigating defining business moments. In 2025, the platform's impact was substantial, delivering:

• Support for over 117,000 UK jobs.
• A contribution of £7.9 billion to the UK GDP.
• Total credit extended of approximately £17 billion since 2010.

What Does the Renewed PREM Rugby Partnership Include?

The fifth season of this collaboration introduces enhanced matchday visibility and a deeper focus on digital engagement through the PREM Media House. Funding Circle will produce original business content featuring players and clubs, offering a unique perspective on the intersection of professional sports and entrepreneurship. This strategy aims to build the most trusted partner status for SMEs by leveraging the massive reach of the Gallagher PREM and its broadcasting partner, TNT Sports.

“Funding Circle has been a fantastic partner over the past four seasons and we're delighted to be extending our relationship. They share our ambition and energy to engage rugby fans in new ways and invest in innovative matchday experiences that bring fans closer to the businesses that support their local teams, including giving out 12,000 bags of a Funding Circle-backed popcorn brand to fans at the recent Gallagher PREM Final. This renewed partnership will see Funding Circle grow its presence across the Gallagher PREM whilst continuing to enable our players to benefit from their services as they explore business ventures away from the pitch.” said Kelly Cooke, Commercial Director of PREM Rugby.

Why is Sports Sponsorship Effective for Fintech Platforms?

By aligning with PREM Rugby, Funding Circle taps into a community-centric audience that mirrors its own local business focus. The partnership allows the SME finance platform to demonstrate its value beyond simple lending, such as supporting players with their own business ventures. This multi-channel approach—spanning on-pitch branding and behind-the-scenes content—ensures the brand remains top-of-mind for business owners who value grit and reliable support.

“We are pleased to extend our partnership with PREM Rugby. Our focus is to help local communities and small businesses thrive. By extending our partnership we’re continuing to back local businesses up and down the country, the same way they support the teams that make the Gallagher PREM such an exciting league to follow.” said Alexander Allen, Managing Director and Chief Customer Officer at Funding Circle.

FF NEWS TAKE:

Funding Circle’s decision to double down on its PREM Rugby partnership proves that the SME finance platform sees significant ROI in high-intent sports audiences. While many fintechs are slashing marketing spend, Funding Circle is leveraging the 'grit and hard work' ethos of rugby to humanize its brand. This isn't just a logo play; it’s a strategic move to dominate the UK's small business consciousness through consistent, multi-year community engagement.