Ampere Sponsorship Consumer data suggests that in 2025, across the big five European markets, 21% of Internet users intended to open a new bank account - a proportional increase of 8% since the year prior. Moreover, these users over-index significantly within European football audiences, especially fans of the Premier League. 

In the UK, for example, Ampere estimates that there are a combined 4.3m Premier League fans planning to open a new bank account in 2025. Yet in the 2024/25 season, there were only three Premier League clubs with UK-headquartered banking partners among their sponsors.  

This white space largely stems from Barclays’ longstanding fixture as Official Banking Partner of the Premier League, and also Women’s Super League as of last season. But there is no contractual reason preventing banks signing deals with Premier League clubs. This suggests an opportunity for challenger banks in particular – such as Monzo, Starling, Metro Bank and Revolut – to use sport sponsorship to grow brand awareness, build trust and drive user acquisition in an increasingly competitive market.

Ampere anticipates two models that challenger banks could employ. First, they could look to deals focused on singular clubs or areas, aimed at driving product education and preference across largely uncontested geographies, particularly those with a high proportion of young people and students - Newcastle United, for example. Relatedly, Monzo recently renewed as Front and Back of Shirt partner with Coventry City, and Starling has been a Principal Partner of Southampton FC since the 2023/24 season. 

Alternatively, challenger banks could invest greater sums via a multi-club (three or more) sponsorship approach, focused primarily on driving national awareness. Red Bull and Nemiroff Vodka have recently adopted this approach in the Drinks sector, while Monzo was spotted across perimeter LED boards at Burnley FC’s Turf Moor, in the second week of the 2025/26 season.

Given that 66% of Premier League Financial Service sector deals were announced between May and September last season, Premier League clubs should be primed to engage and sign challenger banks, at a key period for all parties.