Contract details
Start date:
End date:
Status:
2021
2025
Official sleeve partner
Inventory:
Leagues and Tournaments:
PensionBee and Brentford FC: A Strategic Partnership in Football and Financial Literacy
On May 21, 2021, Brentford Football Club and PensionBee, a leading online pension services provider, announced a strategic partnership. The collaboration was designed not only to promote brand visibility but also to educate football fans about financial planning and pension management.
As part of the agreement, PensionBee’s branding appeared prominently on matchdays, digital platforms, and across Brentford’s official media channels. Additionally, the company took part in content creation, marketing activations, and community engagement projects aimed at increasing financial literacy among fans.
Founded in 2014, PensionBee quickly grew into one of the UK’s most recognized fintech brands, serving over 500,000 customers. The partnership with Brentford FC, which was making its return to top-tier football, provided an opportunity to reach a new audience of engaged and digitally savvy supporters.
Brand Integration Across Brentford’s Media Channels
Following the contract signing, PensionBee became the exclusive sponsor of Brentford FC’s post-match commentary section on the club’s official YouTube channel.
- Branded post-match interviews – featuring the head coach and players after key fixtures.
- PensionBee logo placement – prominently displayed in opening sequences and throughout the interviews.
- Expanded digital exposure – reaching thousands of Brentford fans and UK-based football audiences.
This initiative aligned with PensionBee’s long-term marketing goals—increasing brand familiarity while reinforcing trust and reliability in financial services.
“Believe in the Bee” Campaign: PensionBee’s Nationwide Marketing Activation
In September 2022, PensionBee expanded its marketing reach with a nationwide advertising campaign in the UK, titled “Believe in the Bee.”
The campaign was deeply connected to Brentford FC’s club identity and involved:
- A commercial featuring Brentford FC’s first-team stars, including Yoane Wissa, Vitaly Janelt, and Christian Nørgaard.
- Scenes filmed inside Gtech Community Stadium, capturing the passion of the fans.
- A storyline featuring the PensionBee ‘bee’, symbolizing financial security and the journey toward retirement.
The advertisement combined matchday footage and staged recreations, incorporating real fans, extras, PensionBee employees, and Brentford FC staff. It aired on TV, digital platforms, and social media, expanding PensionBee’s brand recognition across the UK.
Expansion of the Partnership: Official Sleeve Sponsor
On July 4, 2023, PensionBee renewed its agreement with Brentford FC for an additional two seasons (2023-2025), reinforcing its commitment to the club.
Under the new terms:
- PensionBee became Brentford FC’s Official Sleeve Sponsor, with the company’s logo appearing on the left sleeve of the men’s first-team kit.
- Front-of-shirt sponsorship was extended to Brentford’s B team, Academy, and women’s team, increasing exposure across multiple competitions.
- Brand presence in LED stadium advertising continued, ensuring visibility during match broadcasts and live games.
This expansion allowed PensionBee to further integrate into Brentford FC’s fan ecosystem, strengthening brand association with football and financial responsibility.
Aligning Financial Services with Sports Marketing
PensionBee’s collaboration with Brentford FC highlights a growing trend in football sponsorships—the integration of fintech and financial services brands into sports marketing.
Football provides a high-engagement platform, allowing brands like PensionBee to:
- Educate consumers on pension management and financial well-being.
- Build trust and credibility through association with a respected football club.
- Leverage fan loyalty to establish long-term brand engagement.
The partnership with Brentford FC gave PensionBee access to a diverse audience, ranging from young professionals just starting their financial journeys to lifelong football supporters planning their retirement.
About PensionBee
PensionBee is a UK-based online pension services provider, offering consumers a simplified and transparent way to manage their pensions. Through its user-friendly platform, customers can:
- Track their pension balance in real time.
- View projected retirement income.
- Easily consolidate multiple pensions into one plan.
- Make contributions and withdrawals with full control.
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