Inside summer 2025’s biggest fintech marketing moves
- Ani Petrova
- 17 hours ago
- 10 min read
From a Timothée Chalamet short film to Premier League sponsorships and AI-driven budget assistants, fintech brands have been everywhere this summer, and we’re here to unpack the spectacle.
As we’ve wound down from our biggest-ever Fintech Marketing SummerCon back in July (still riding the high from all the brilliant conversations ✨), we finally had a moment to look back at some of the major bells and whistles from the fintech marketing world this summer.
From Airwallex and Robinhood to Revolut, Bitpanda, Cash App, Enfuce and Sokin, fintech brands have been everywhere - on football kits, F1 tracks, cinema screens and even the streets of Berlin. July and August brought a wave of big-budget sponsorships, celebrity-led campaigns and bold brand activations. Across it all, one trend stands out: fintech brands are now focusing on embedding themselves in culture and becoming part of everyday conversation.
Scroll down for a full breakdown of what’s hot, what’s risky, and what’s next:
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Sports partnerships: fintechs take to the field
Fintech marketers have doubled down on sports sponsorship to build trust, reach mainstream audiences and showcase technological prowess.
Airwallex accelerates with F1 and Arsenal
Payments infrastructure firm Airwallex continued its sports marketing push. A July PR round‑up from Everything PR revealed that Airwallex’s partnership with McLaren’s F1 team led to a 70 % increase in consumer trust and generated more than 200 million media impressions. The campaign, themed “From track to checkout,” uses racing imagery to underline the speed and reliability of Airwallex’s cross‑border payments. In July, the company also expanded this strategy, unveiling a multi‑year partnership with Arsenal FC. Arsenal’s press release confirms that Airwallex will become the club’s official finance software partner and will act as the presenting partner for the club’s pre‑season tour in Asia. Arsenal’s chief commercial officer said the fintech shares the club’s “values [and] ambition to grow”, while Airwallex co‑founder Jack Zhang described the tie‑up as proof the company is “building the future of global finance”.
For Airwallex, sports sponsorship has evolved from a mere visibility play into a vehicle for integrating its payments technology directly into the match‑day experience.
Robinhood enters European football via OGC Nice
On 1 July 2025, OGC Nice announced that Robinhood will become its principal partner and front‑of‑shirt sponsor starting in the 2025/26 season. The multi‑year agreement, tied to Robinhood’s EU expansion, provides high‑visibility exposure across match kits, training and warm‑up gear, stadium assets and digital platforms. It also includes branded content, fan‑engagement campaigns and collaborations with players and ambassadors. OGC Nice CEO Fabrice Bocquet hailed the fintech as a “modern and bold brand”, while Robinhood executive Johann Kerbrat said the deal would connect the company with passionate fans and show its commitment to Europe.
Sokin builds credibility through football
In mid-August 2025, UK payments scale‑up Sokin announced a multi‑year partnership with Manchester United, adding the Premier League giants to existing deals with the British & Irish Lions and Nottingham Forest. Marketing Week noted that the partnership coincides with Sokin’s new brand campaign designed to “build awareness and credibility”. Chief growth officer James Hannaford said that when a CFO is deciding whether to move “£100 million in payment volume” to Sokin, “if just one person in that room doesn’t know who the brand is, then there’s immediately a ‘seed of doubt’”. Using football sponsorship to overcome that doubt signals how fintechs view sport as a fast track to mainstream recognition.
Sokin’s campaign appears to focus on speed and precision (its social media teaser uses a cheetah motif) and aims to position the company as a global B2B payments player.
Ebury renews Southampton FC partnership
Fintech Intel reports that London‑based fintech Ebury extended its role as Official Fintech Partner of Southampton FC for the 2025/26 season. Building on a partnership launched in October 2024, Ebury will continue to provide the club’s global payment and currency‑exchange services and will feature on LED and big‑screen displays at St Mary’s Stadium. The renewal strengthens Ebury’s sports sponsorship portfolio, which already includes Aston Villa, Rangers and PSV Eindhoven. Ebury’s global head of sports Peter Brooks said clubs require “fast, secure and globally connected financial solutions”, while Southampton finance director Dave Driver praised Ebury’s support for the club’s finance operations.
By renewing the deal, Ebury signals that sports partnerships deliver tangible exposure and underline its expertise in cross‑border treasury services.
Bitpanda launches in the UK and teams up with Arsenal
Crypto investment platform Bitpanda officially launched its service in the UK on 18 August 2025. According to Fintech Intel, British investors can now access more than 600 cryptoassets – the most extensive crypto offering in the UK market. The platform combines a localised user experience with institutional‑grade infrastructure and includes curated cryptoasset indices and educational resources. Bitpanda co‑founder and CEO Eric Demuth said the UK is a “financial hub” and predicted it would become one of the company’s largest markets. To raise awareness, Bitpanda also announced a multi‑year partnership with Arsenal FC, becoming the club’s official crypto trading partner and promising education and tools to help supporters engage with digital assets responsibly.
By pairing product launch with a high‑profile sports sponsorship, Bitpanda mirrors the playbook of Airwallex and Sokin, which is yet another proof that football remains a potent conduit for fintech marketing.
Revolut takes pole position with Audi F1 Team
On 30 July 2025, Revolut announced it would become the title partner of the future Audi F1 Team from the 2026 Formula One season. According to Audi’s release, the strategic alliance aims to “establish new ways for fans to interact with the sport” through unique race‑weekend experiences and exclusive perks for Revolut customers. Revolut Business will be embedded into the team’s financial operations, powering seamless checkout solutions and underpinning the team’s backend finance. Audi CEO Gernot Döllner said the partnership pairs two brands with a shared ambition to challenge convention and reach new audiences. Team principal Jonathan Wheatley added that Revolut’s digital‑first solutions will “redefine how fans and communities engage” with the team. Revolut CEO Nik Storonsky called the deal “monumental,” noting that Revolut’s 60‑million‑strong customer base will be brought into Formula 1 with “unforgettable experiences”.
This partnership further underlines the growing trend of fintechs aligning with motorsport to bolster brand visibility and highlight their technology credentials.
Celebrity & pop‑culture campaigns: actors and entertainers humanise fintech
Fintech marketers are turning to film‑quality production and pop‑culture icons to make financial products feel tangible.
Cash App makes a cinematic splash
In mid‑July, mobile payments challenger Cash App released a short film directed by Aidan Zamiri and starring Timothée Chalamet. Screened before summer blockbusters like Superman and Fantastic Four, the ad shows Chalamet debating with veteran actor Dean Norris about whether digital payments are “too soft” for macho men. CMO Catherine Ferdon commented for Campaign Live that the brand sought “true creative collaborators” and partners who share its values. In just over a month, the ad video has generated over 10.5 mln views on YouTube only. By using film‑quality production and humour to discuss financial literacy, Cash App positions itself as a lifestyle brand rather than a utility – a trend we expect to see more of as fintechs seek cultural relevance.
Zero Finance bridges generational divides
At the end of July, Hong Kong‑based Zero Finance launched a rebranding campaign for its X Wallet app featuring veteran actor Anthony Wong and Gen Z pop singer Denis Kwok (193). The video ad, which plays on generational differences in work, fashion and money, culminates in Kwok urging viewers to “Act now! Outsmart the 99.9 %,” a catchphrase popular on the Threads social platform. The campaign highlights five‑second AI approval and interest‑free three‑part repayments and includes out‑of‑home activations, with site domination at two major MTR stations, outdoor TV and mega billboards. By pairing actors from different generations, Zero Finance positions its fintech offering as culturally relevant and generationally aware. During the first month of screening, the pilot YouTube ad clip has generated over 3.8 mln views.
These celebrity‑driven ads show how fintechs use storytelling and star power to humanise their products, embed themselves in cultural conversations and appeal to new audiences.
Regulation and token hype: misfires and crackdowns
Even as marketing budgets gravitate toward entertainment and sport, regulatory landmines remain. Broker Robinhood launched its tokenised‑stock product in Europe by giving new customers €5 worth of OpenAI and SpaceX token shares, allocating $1 million of OpenAI tokens and $500,000 of SpaceX tokens. Fintech analyst newsletter Fintech Takes criticised the giveaway for conflating speculative tokens with actual equity and noted that OpenAI did not endorse the promotion, highlighting the lack of regulatory clarity. The episode underscores the risk of using financial freebies for publicity when rules are still evolving.
The UK’s Financial Conduct Authority (FCA) has also stepped up enforcement. A global sweep against unregistered “finfluencers” resulted in arrests, interviews, cease‑and‑desist letters and more than 650 social‑media takedowns. As influencer‑based marketing becomes commonplace, fintechs must invest more heavily in compliance and vetting.
Ecommpay champions disability inclusion
Inclusive payments platform Ecommpay used August to highlight its values. Fintech Intel notes that the company extended its partnership with disability‑inclusion advocate Cressida Stephenson to deliver free weekly cohort sessions from 4 September to 16 October for businesses joining the UK government’s Disability Confident scheme. The sessions teach merchants how to recruit, retain and develop disabled and neurodivergent talent, emphasising that inclusive employment is both ethical and a “strategic advantage”.
CMO Miranda McLean said embracing the scheme aligns with Ecommpay’s vision of financial inclusion and noted that inclusive hiring “boosts diversity of thought… and brings the invaluable benefit of fresh perspectives”.
This initiative positions Ecommpay as a socially responsible fintech and demonstrates how ESG messaging can form the backbone of marketing.
Taxfix experiments with AI and street stunts
Germany’s tax‑filing platform Taxfix used the summer months to showcase both cutting‑edge AI and old‑fashioned spectacle. In early July, the company unveiled its “Everything but Taxes” campaign, relying on generative video technology Veo 3 to produce fully AI‑generated commercials. A press release notes that the brand worked with Google’s latest tool to create videos with original sound design and dialogue, making Taxfix one of the first companies globally to use Veo 3 commercially. Creative director Nishant John described AI video production as an “agile” process that often yielded surprising interpretations of prompts, while CMO Alexander Beresford said Veo 3 allowed the team to create finished videos in just two days at a fraction of normal production costs. The campaign runs across YouTube, connected TV, TikTok and social media, features a custom browser game, and positions Taxfix as an AI‑first brand.
To generate buzz offline, Taxfix also took a cash‑covered truck through Berlin’s city centre. The truck was adorned with real €5 notes and parked at landmarks such as Potsdamer Platz and Alexanderplatz. The stunt highlighted that many Germans fail to claim the tax refunds they’re entitled to – an average of €1,172 per declaration – and invited passers‑by to literally pull cash off the truck. Videos of the activation show a mix of disbelief and delight as people pocketed the notes. While primarily a social‑media moment, the physical installation reinforced the campaign’s message: “It’s your money – take it!”
Worldpay, Ready and Enfuce lean into experiential marketing
Several fintechs opted for highly tactile brand activations rather than digital ads. Worldpay hit the road with a Bestie Bus tour, visiting 21 cities across the UK to promote its Worldpay 360 tools to small merchants. The bus served as a mobile showroom where independent retailers could meet experts, see demonstrations and sign up for Worldpay’s bundled services. Social‑media posts show the bus parked in town squares and at partner venues, underlining the company’s grassroots approach.
At the Cannes Lions advertising festival, alternative payment start‑up Ready eschewed expensive sponsorships in favour of on‑the‑ground giveaways. The company’s CMO, Chad West, shared on LinkedIn how Ready distributed branded umbrellas, sunscreen bottles, bucket hats and pastry boxes along the beachfront instead of purchasing a booth. By spending just $8,000 on useful beach gear, Ready ensured attendees couldn’t walk five minutes without encountering its logo – a lesson in frugal yet impactful brand presence.
Finally, Finnish issuer‑processor Enfuce redefined B2B brand activation by launching Enfuce Island. The invitation‑only island retreat, nestled in Finland’s Åland archipelago, serves as an immersive brand experience for decision‑makers. A June 2025 press release describes how the island combines Nordic serenity with curated design elements, from wood‑fired saunas to locally sourced sauna soaps, to bring the company’s “Happiness built in” promise to life. Positioned as a destination for high‑impact conversations and account‑based marketing, Enfuce Island aims to turn brand storytelling into “authentic brand living”.
Observations & takeaways
Sport is the new battleground for fintech brand building. From Airwallex’s agreements with McLaren and Arsenal to Ebury’s renewed role at Southampton and Sokin’s Manchester United deal, July and August saw a wave of sports partnerships. Football clubs provide global audiences and signal credibility; fintechs hope to translate match‑day brand visibility into trust and adoption.
Celebrity and culture over product features. July and August’s campaigns leaned heavily on famous faces like Timothée Chalamet in Cash App’s cinema‑style ad and Hong Kong stars Anthony Wong and Denis Kwok (193) in Zero Finance’s generational‑divide campaign. The aim is to embed fintech brands in pop culture and conversations rather than highlighting interest rates or fees. This reflects a maturing sector where the message matters as much as the mechanics.
Inclusive and ESG‑focused marketing is on the rise. Ecommpay’s disability‑confidence initiative illustrates how fintechs are weaving social impact into their narratives – not just as an add‑on but as a core component of their brand. By championing inclusive hiring, diverse representation and accessible products, Ecommpay shows that ethical messaging can sit alongside innovation.
Regulatory scrutiny remains a key risk. Robinhood’s token giveaway misfire and the FCA’s finfluencer crackdown demonstrate how quickly marketing tactics can backfire when they flirt with regulatory grey areas. Fintech marketers must coordinate closely with compliance teams and avoid over‑promising, especially in emerging areas like tokenised assets.
AI and immersive experiences are reshaping campaigns. Taxfix’s AI‑generated “Everything but Taxes” commercials show how generative tools like Veo 3 can drastically reduce production time and costs while opening new creative possibilities. Enfuce’s invitation‑only island retreat takes B2B fintech marketing to a whole new level, providing a platform for creating even deeper connections with customers and turning brand storytelling into tangible experiences.
Experiential and grassroots activations win attention. From Taxfix’s cash‑covered truck handing out €5 notes in Berlin to Worldpay’s Bestie Bus tour and Ready’s beachside giveaways in Cannes, fintechs are experimenting with street‑level and event‑driven marketing. These activations trade glossy ads for real‑world encounters, meeting consumers where they are and sparking social‑media amplification. The success of these stunts suggests that even in a digital age, tangible experiences can create lasting brand impressions.
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