Airwallex, Arsenal launch ‘Who Are Ya?’ campaign, highlighting B2B finance through football’s lens

London, United Kingdom – Global payments company Airwallex has launched its largest advertising campaign tied to UK sport through a new film created with Arsenal F.C., directed by filmmaker Spike Lee.

Titled “Who Are Ya?”, the two-minute film features a mix of football figures and entertainment personalities discussing topics related to business-to-business finance through the lens of football fandom. 

Appearing in the campaign are former Arsenal striker Thierry Henry, former defender Martin Keown, former England international Rachel Yankey, and current Arsenal midfielder Kai Havertz. They are joined by actor Aaron Pierre, actress Jasmine Jobson, and actor Nick Moran.

Set in a North London pub on matchday, the film brings together Arsenal supporters and club figures in conversation about global transfers and payments, highlighting how football fans often engage with complex financial aspects of the sport. According to Airwallex, the campaign builds on its partnership with Arsenal and aims to connect with the club’s global fanbase while highlighting business finance themes.

The campaign marks Airwallex’s biggest marketing investment in UK sport so far. The company has been working with Arsenal as its official software partner, providing digital payment tools and financial infrastructure intended to support the club’s international operations.

The campaign also follows earlier out-of-home advertising around the Emirates Stadium in London, where the brand highlighted its shared forward-looking outlook with the club.

Lee, who directed and also appears in the film, brings his signature storytelling style to the campaign. The film will run across channels on Sky starting ahead of Arsenal’s match against Newcastle United F.C. on 25 April, and will also appear on social media platforms. 

Airwallex said the campaign will roll out in three phases, timed with the end of the football season, the upcoming 2026 FIFA World Cup in the United States, and the start of the 2026/27 Premier League season.

The film was produced by creative agency Uncommon Creative Studio and is the first major campaign linked to Airwallex’s global brand platform “Build the Future,” which focuses on helping businesses grow by reducing barriers in financial operations.

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. Like Arsenal, finance is always evolving and, leveraging the stories of the club and the supporters, we can show how businesses can build the future with a new way to do things.”

Juliet Slot, Chief Commercial Officer at Arsenal, commented, “Our partnerships are at their best when, together with partners like Airwallex, we lift our supporters and bring them closer to us. Who Are Ya? is a celebration of the incredible passion of our community, and how we can use our shared platforms to connect us wherever we are in the world. We love Spike’s passion and understanding for our club which shines through our film.”

Lee added, “I’ve been riding with Arsenal for years – it started with Thierry. But what really stayed with me is what the club stands for – its history, its culture, the way it reflects the world beyond the pitch. With ‘Who Are Ya?’, I wanted to capture that real supporter energy – the passion, the debates, the humour. Fans today don’t just follow the game, they understand everything around it too. Bringing Airwallex into that conversation felt natural, because the film plays on how fans now talk about the business side of football just as much as what happens on the pitch. This film is about that voice, that culture, and that community.”

The campaign also adds to Airwallex’s growing list of global sports partnerships, which includes collaborations with McLaren Racing in Formula One and San Francisco Giants in Major League Baseball.