Media Marketing & the Marginalized

Starling Bank unveils first women’s fantasy football game as part of Uefa sponsorship

By John Glenday | Reporter

June 28, 2022 | 3 min read

Starling Bank, the national banking partner of Uefa Women’s Euro 2022, is leveraging its financial heft to boost engagement by launching the first Fantasy Football game not designed for a men’s tournament.

Dovetailing with research indicating that 63% of the British public believe women’s football should have the same exposure as men’s football, the game is being targeted at the fifth of adults who said they would be interested in a commissioned survey of 2,000 adults conducted by Opinium.

The digital challenger bank has recruited former England player Rachel Yankey to promote the launch ahead of kick-off on July 6. She said: “I’m so excited to build my first Fantasy team that features England Lionesses. When I was growing up there was nothing like this. I hope that fans both young and old can enjoy building their teams and embrace the journey that women’s football has been on to get to where it is today.

Starling Bank

Starling Bank believes fans will flock to the first women’s fantasy football game

“As a youngster, I shaved my hair and pretended to be a boy just to fit in. Nowadays, the final for this tournament has already sold out Wembley Stadium before a ball has even been kicked. However, the playing field isn’t level yet – every move toward equality makes a big difference.”

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Starling is the first UK bank to be founded by a woman, former Allied Irish Banks chief operating officer Anne Boden in 2014, and has partnered with Girls on the Ball to provide match analysis on the 16 participating teams for players.

Yankey was recently honored by Snapchat with an augmented reality (AR) statue in recognition of her role as one of the most influential Black players in British football.

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