Starling has partnered with Arsenal FC to advance its ‘Good with Money’ mission, launching a financial literacy campaign fronted by club legends.
As part of a multi-year partnership to become Arsenal’s official retail banking partner, Starling has kicked off a financial literacy campaign that uses football terms to explain key financial skills.
The launch of ‘Defending against Cyber Crims’ follows Starling research showing 44% of Brits would like to improve their money management skills.
The first instalment of the series is fronted by David Seaman and shows customers how to better protect their personal banking information.
Starling will roll out more videos on social media and YouTube in the coming months, featuring past and present Arsenal stars like Alessia Russo and Beth Mead.
The series will be covering topics from transaction monitoring to interest rates and aims to help customers become ‘Good with Money’.
Michele Rousseau, CMO at Starling, said: “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.”
Beyond the campaign, Starling’s partnership with Arsenal will also provide customers with exclusive perks, including ticket giveaways.
Starling will also develop a bespoke programme with Arsenal in the Community, offering resources for women and girls in North London, as well as local SMEs and female founders.
The partnership builds on Starling’s football initiatives, including sponsoring UEFA Women’s Euro 2022 and front-of-shirt sponsorship for Southampton Women FC.
The bank also promotes grassroots football for women and girls through the Kick On scheme, which has distributed 10,000 kits.
Football is increasingly a platform for social impact and brand connection across the industry. Rhotic Media, for example, has deepened its commitment to women’s football through a new partnership with Chelmsford City Women FC. As the official away kit sponsor for the 2025/26 season, Rhotic Media’s branding will appear on the team’s away shirts and shorts, alongside broader visibility at Melbourne Park Stadium.
The move comes amid renewed enthusiasm for women’s football following the Lionesses’ second UEFA Women’s Euros victory in 2025. It also reflects Rhotic Media’s broader belief that sport can drive social change, brand alignment and community connection.