Airwallex has launched what it describes as its biggest UK sport marketing campaign to date, unveiling a new Arsenal-backed advertising film directed by and starring Spike Lee. The campaign, titled Who Are Ya, will debut ahead of Arsenal’s match against Newcastle on 25 April and will roll out across Sky channels and social media in phases tied to the end of the season, the 2026 World Cup in the United States, and the start of the 2026-27 Premier League season.
The two-minute film is set in a North London pub on matchday and features Thierry Henry, Martin Keown, Rachel Yankey, Viktor Gyökeres, Kai Havertz, Aaron Pierre, Jasmine Jobson, and Nick Moran. Airwallex said the campaign is built around the idea that football supporters understand more about the mechanics of global transfers and payments than business-to-business finance advertising usually assumes.
The film is the first major campaign built around Airwallex’s new global proposition, Build the Future. Matt Jennings, Global Creative Director at Airwallex, said: “Arsenal supporters are among the most passionate and financially engaged supporters in football. Setting this in a pub, working with some of Arsenal’s biggest supporters and harnessing Spike Lee’s creativity and flair, this film is a genuine conversation with football supporters about money and lets us tell that story in a way that feels authentic to this community.”
Airwallex said the release follows out-of-home advertising around Emirates Stadium earlier this year. The company is Arsenal’s official software partner and provides payment tools and financial infrastructure to support the club’s international growth. Arsenal Chief Commercial Officer Juliet Slot said the campaign was designed to bring supporters closer to the club, while Lee said the film captured “that voice, that culture, and that community”.
Airwallex’s sports partnerships also include McLaren Racing and Major League Baseball’s San Francisco Giants.
