When Fintech Meets Sport: A New Era of Sponsorship

Fintech as a catalyst for new opportunities 

The presence of fintechs has now become a sustainable pillar of the French sports landscape. Today, they are genuine players in fan experience and club development. 

From football to rugby and cycling, financial actors are establishing themselves firmly across all fields. Their approach is twofold: supporting performance while simplifying daily operations. Clubs benefit from modern payment solutions, automated accounting tools, and redesigned fan experiences. For fintechs, this represents a unique opportunity to embed their services into fans’ daily lives and build trust-based relationships. The partnership between Revolut and the NBA Paris Game perfectly illustrates this marketing logic. It allowed the neobank to launch a campaign in France, including the release of co-branded Revolut x NBA cards, offering exclusive benefits to cardholders. Revolut successfully created a desirable object linking to basketball and fintech. Such initiatives transform loyalty into a concrete and engaging program, where technology becomes a vehicle for experience and a sense of belonging for fans. These agreements open an unprecedented field of innovation for clubs, leagues, and federations, where technology, transparency, and engagement converge. 

Activations stemming from fintech partnerships allow millions of fans to engage with finance in a more intuitive, often playful way. But the benefits go beyond visibility. These partnerships aim to strengthen brand awareness among fans while promoting financial literacy to a younger audience. The collaboration between Swile and MHSC reflects this approach by bringing innovative fintech closer to a highly engaged local sports community. Pennylane provides another perfect example. By becoming an Official Partner of the TOP 14 until 2028, the French fintech asserts its desire to establish a long-term presence in professional sports. Designed by SPORTFIVE, this partnership enables Pennylane to enhance its reputation while directly addressing a community of enthusiasts: “Rugby is known for its values of commitment, teamwork, respect, and discipline. [...] By associating Pennylane with the TOP 14, we want to support and encourage French business leaders across our territories. And to reaffirm that the upcoming electronic invoice reform is not just about tools. Having an accountant’s guidance makes all the difference, especially when everything changes.” — Arthur WALLER, CEO and co-founder of Pennylane. The fintech’s ambition is to democratize itself, presenting a more accessible, popular, and user-centered image. 

Global and multi-club strategies 

As the sector matures, strategies are becoming more refined. Some fintechs adopt a multi-club approach to extend their presence and leverage activations. With SPORTFIVE’s support, eToro continues this strategy in France, enabling year-round presence across multiple territories. The brand has partnered with emblematic clubs such as Olympique Lyonnais, LOSC, AS Monaco, and Olympique de Marseille. These alliances allow the brand to maintain continuous visibility while tailoring its messaging. eToro reports that its club sponsorships have made its brand “always on across the year,” with visibility in approximately 35% of matches over ten months thanks to its multi-club approach. This strategy offers fintechs global exposure while allowing activations to adapt to local cultures. For clubs, it guarantees a stable partnership supported by strong, growing brands. For fans, it creates a seamless experience: whether supporting Monaco, Lyon, Marseille, or Lille, the brand becomes a unifying link among supporters.