“Covering where Fintechs and Sport collide, at the Fintech Sports Club we keep readers up to date with the latest in partnerships, sponsorships and the deepening relationship between the world's favourite sports and the game-changing innovation of financial technology.”
With Promotion Secured, The Championship's most Innovative Partnership is set for the Big Time
After 25 long years, Coventry City are back in the Premier League, following a 1-1 draw with Blackburn Rovers on Friday night. No-one will be more pleased than their sponsors Monzo.
Monzo began their sponsorship of the Sky Blues from the start of the 24/25 season, and the partnership has drawn widespread acclaim for being the perfect example of what fintechs can achieve in sport - Monzo haven’t simply slapped their logo on the shirt, but instead they’ve rolled out a raft of exciting initiatives to directly engage fans:
They've run promotions including a '1p shop', offering supporters the chance to purchase the away kit for just 1p using their Monzo Bank card
They've offered fans financial incentives, with 10% cashback on purchases at the Coventry City shop for Monzo Bank card holders. This was offered in January and through the scheme, £28,000 was returned to the pockets of Coventry fans.
They created the best kit in the Championship in their distinctive Monzo coral
The positivity from fans towards Monzo and the partnership is palpable, with these initiatives drumming up a rare brand affinity between Coventry City fans and Monzo.
Unlike traditional brand sponsorships based purely on visibility, Fintechs like Monzo are in a unique position to offer fans tangible benefits where they feel it most - their bank balances.
It’s an example of how brands can utilise the deep, emotionally driven relationships between fans and their clubs - establishing a level of brand loyalty difficult to find in typical commercial relationships.
Fans on LinkedIn lauded the partnership, with one saying:
“Loved everything Monzo Bank have done with Coventry this season! Great kits and great activations across the city!”
With the colossal amount of money in the Premier League, the value of the sponsorship will increase substantially next season.
Football finance expert Kieran McGuire estimates that the front-of-shirt sponsorship alone is worth £8 million in the Premier League compared to £500,000 in the Championship – a significant return on investment that shows the potential for entering the football industry at a lower price point and making success on the pitch do the work.
When extending the deal for a second season, Coventry City owner Doug King drew upon their similarities as disruptors seeking to establish themselves at the top table:
“Like Monzo we are ambitious, forward thinking and inclusive, I am confident both of us will go from strength to strength in the years ahead.”
If Doug is to be believed, we’ll be seeing Coventry x Monzo in the Champions League in 2027!
Is Golf the Next Frontier for Fintech Partnerships?
It’s hard to miss brands like Revolut, Monzo and PensionBee when watching top-level sport, particularly football, F1 and cricket.
But during the Masters last week, there was an obvious question to be asked...where are the fintech brands in golf?
The Masters is famous for being clean and 'brand-free', but sponsoring the coverage or the golfers directly gives brands an opportunity for visibility at the tournament. And what about the rest of the tournaments on the PGA and European Tour calendars?
Whilst traditional finance brands like HSBC, Farmers Insurance and RBC and securing naming rights for big tour events, Fintech brands are nowhere to be seen.
This is despite the PGA Tour securing $4billion worth of sponsorships through to 2035!
With an older, affluent, business focused demographic and a host of partnership avenues, surely golf is fertile ground for Fintechs such as Allica Bank to engage SMEs, or PensionBee to increase visibility among wealthy retirement-conscious individuals?
This begs the question - when will we see large-scale investment from Fintechs in golf? Surely it's only a matter of time.
Debutants Klaviyo take the Fintech Cup by Storm, Mastercard Clinch Netball Title
Corporate 5s were delighted to host another all-action edition of the Fintech Cup on 17th April, as the biggest names across Fintech descended on Trent Park for the annual football and netball fiesta.
Despite a formidable line-up of established names and returning champions, it was debutants Klaviyo who stunned the competition to win the football cup - defeating Third Bridge 3-1 in a hard-fought contest that could have gone either way.
Klaviyo hoist the trophy high
The netball cup was flush with high-level action as our teams battled it out across the day. In a nail-biting final, Mastercard emerged victorious over Allica Bank, going one better than last year’s plate win to become Fintech Champions for 2026.
Champagne celebrations for Mastercard
The team at Corporate 5s want to express their thanks to all the teams that attended - the atmosphere was brilliant and we can’t wait to see you there for the next one.
A Bumper Summer Corporate 5s Schedule
The Fintech Cup marked the beginning of our Summer 2026 schedule - here are some more dates for your diary:
Fintech Football Championships Season 11 - Launching 21st May
The Sports and Media Cup - 12th June
The London Cup - 26th June
Corporate Padel Tournament - 3rd June, Amsterdam
Running parallel to Money2020, we’ll be hosting a padel tournament perfect for networking and a well-earned break from the conference room.