Airwallex has launched its largest‑ever UK advertising campaign, using its partnership with Arsenal FC to support a broader push into brand‑led marketing.
The campaign centres on a new film, “Who Are Ya”, featuring figures including Thierry Henry, Rachel Yankey, Kai Havertz and actor Aaron Pierre.
The two‑minute film, directed by lifelong Arsenal supporter Spike Lee, explores themes of financial ambition and global growth, built around the idea that B2B finance is often assumed to lack wider cultural relevance.
Set in a North London pub on matchday, the film brings together Arsenal legends, current players and Arsenal‑supporting actors, using football culture to frame discussions around complex financial decision‑making.
The campaign is running across broadcast and digital channels in the UK, with the film airing on Sky around Arsenal’s recent Premier League fixture against Newcastle, supported by paid social and online video.
The activity reflects Airwallex’s expanding investment in global sports partnerships, including its ongoing collaboration with Arsenal, where the brand supports the club’s international growth through payments infrastructure.
The activity forms part of Airwallex’s wider effort to build brand awareness in the UK as competition intensifies across B2B payments.
Matt Jennings, global creative director at Airwallex, said: “Arsenal supporters are among the most passionate and financially engaged supporters in football, which gives us a culturally relevant way to speak to audiences about money and global ambition.”
The film will be rolled out in three phases, aligned with the end of the current season, the 2026 World Cup in the US and the start of the 2026/27 Premier League season.