Starling and Arsenal Launch New Partnership With Financial Literacy Campaign

Starling has announced a multi-year partnership with Arsenal, with the bank becoming the club’s Official Retail Banking Partner. To kick off the partnership, Starling has launched a new financial literacy campaign that uses football terminology to explain key financial skills, after the bank’s research revealed that two-fifths of Brits (44%) would like to learn how to manage their money better.

Fronted by the club’s legendary stopper, David Seaman, the first instalment of Starling’s financial literacy series, ‘Defending against Cyber Crims’, explains how best to defend your personal banking information.

Starling will release more videos on its social media and YouTube channels in the coming months, covering topics ranging from transaction monitoring to understanding interest rates. The videos will feature past and present Arsenal players including Alessia Russo and Beth Mead, with the goal of helping people become ‘Good with Money’.

“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,” said Michele Rousseau, Chief Marketing Officer at Starling.

About the partnership

Starling’s partnership with Arsenal includes the women’s and men’s teams and will give Starling customers exclusive access to perks such as ticket giveaways. Starling will also create a bespoke programme of initiatives with Arsenal in the Community to provide vital resources for women and girls in North London as well as local SMEs and female founders.

The partnership follows a number of football initiatives from the bank, which sponsored the UEFA Women’s EURO 2022 and is the front-of-shirt sponsor for Southampton Women’s FC. Starling also runs several initiatives to get more women and girls onto grassroots pitches, including Kick On, which has seen the bank give away 10,000 kits.

“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,” Rousseau continued.

“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,” said Juliet Slot, Chief Commercial Officer at Arsenal.