How FinTech Brands Are Winning with Sports Sponsorships: The PensionBee x Brentford FC Case Study

FinTech companies are rapidly expanding into sports sponsorships, using partnerships with football clubs, cricket teams, and esports leagues to build brand credibility and mass visibility.

But why are digital-first financial brands investing in traditional sports marketing? And what can other brands learn from their success?

One of the best examples is PensionBee’s partnership with Brentford FC, which helped the company break into a highly competitive financial market.

📌 Why FinTech Brands Are Investing in Sports Sponsorships

1️⃣ Building Trust & Credibility

• Financial services rely on trust—partnering with sports teams enhances brand reputation.

• Example: Visa’s long-term FIFA World Cup sponsorship strengthens its global reliability.

2️⃣ Reaching a Mass Consumer Audience

• Sports sponsorships allow FinTech brands to connect with millions of engaged fans.

• Example: Crypto.com’s deal with Formula 1 introduced blockchain services to non-tech-savvy audiences.

3️⃣ Enhancing Fan Engagement Through Digital Innovation

• Many FinTech brands integrate digital payments, rewards, and fan tokens into their sponsorships.

• Example: Cashless stadium partnerships allow fans to make instant transactions using FinTech apps.

4️⃣ Hyper-Targeting Specific Demographics

• Esports sponsorships target Gen Z & Millennials, while football partnerships appeal to a global audience.

• Example: Mastercard’s UEFA Champions League sponsorship connects with premium, high-spending customers.

🚀 Case Study: How PensionBee Used Sports Sponsorship to Expand Market Reach

📌 Brand: PensionBee (FinTech Pension Provider)

📌 Sponsorship Partner: Brentford FC (Premier League Football Club)

📌 Strategy:

✔️ Signed as the official shirt sponsor of Brentford FC, gaining high-visibility branding.

✔️ Targeted football fans who fit PensionBee’s customer demographic (working professionals & retirees).

✔️ Integrated financial education campaigns into the sponsorship deal to boost brand credibility.

📌 The Results:

✔️ Significant increase in brand awareness among UK football fans.

✔️ Higher conversion rates from Brentford FC supporters, proving sports sponsorships drive financial product adoption.

✔️ Strong customer trust growth, as PensionBee leveraged Brentford FC’s reputation to gain credibility.

🔗 Source: PensionBee x Brentford FC Sponsorship Case Study

💡 How FinTech Brands Can Maximize Sports Sponsorship ROI

✅ Align Sponsorships with Business Goals

• Example: If targeting tech-savvy users, invest in esports & digital-first sports partnerships.

✅ Go Beyond Logo Placements—Offer Value

• Example: Create exclusive fan rewards, in-app discounts, or integrated payment solutions.

✅ Leverage Athletes & Teams for Financial Education

• Example: Partner with sports personalities to promote FinTech literacy & smart money habits.

✅ Use Data & Analytics to Optimize Sponsorships

• Example: Track fan engagement levels & ad performance using real-time analytics.

📢 Conclusion: FinTech & Sports Sponsorships Are a Winning Combination

FinTech brands that invest in sports sponsorships aren’t just gaining visibility—they’re building trust, credibility, and long-term customer loyalty.

🚀 Want to explore FinTech sports sponsorships? UNPAUZED helps brands identify high-ROI partnerships with teams, leagues, and athletes. Let’s talk!