Starling Announces England Football Partnership

The partnership is part of a campaign aimed at celebrating women’s football in general.

May 23, 2022
Starling Announces England Football Partnership
Ian Lewis

Written By

Ian Lewis

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Starling Bank has this week announced details of its partnership with the England Women’s Football Team, ahead of the UEFA Euro 2022 tournament to be held in the country this summer.

The partnership is part of a campaign aimed at celebrating women’s football in general. The Our Time campaign will not only promote the women’s game, but also Starling’s position of promoting a level playing field for women in the banking and technology industries.

The campaign is fronted by three England players, including current stars Jill Scott (Aston Villa) and Lauren Hemp (Manchester City) along with Rachel Yankey, former legend of Arsenal.

Joint Venture

The new campaign will allow Starling Bank to work with the England team to encourage fans to follow the tournament, and help to ensure that the next generation of players has the best opportunities to play the sport.

As part of that, Starling is giving 500 lucky fans a free matchday experience. These will be given to the local community in Southampton, where Starling has one of its main bases, for games taking place at St. Mary’s Stadium in the city. The bank will also run a number of roadshows and fan parties in other host cities around the UK.

As well as this, the bank is offering £25,000 to help develop grassroots clubs in these host cities. 25 individual grants of £1,000 each are available to clubs that have girls, boys, and co-ed teams. The bank is also partnering with SportsAid to invest in the development of young female players.

The campaign will begin in July, and along with the experiences in Southampton will be prominent in London and Manchester. The bank is the official banking partner of the Euro 2022 tournament, as announced in November, which is the biggest sponsorship campaign ever undertaken by the bank.

Every single partnership and sponsorship we do at Starling must serve a purpose and align with our value of doing the right thing. In this case, it’s championing brilliant women and uniting communities around the game. The brand awareness we’ll gain from the UEFA Women’s EURO 2022 is exciting, but what we’re looking forward to most is playing our part in the development of women’s football in the UK.

Rachel Kerrone, Brand & Marketing Director at Starling Bank

Gender Pay Gap

The announcement comes around a month after Starling Bank revealed its latest gender pay gap statistics. The bank has reduced the gap since 2020, with the Median gap now 10.34% compared to 15.62% the prior year. The Mean gap is 16.05%, which was 21.27%.

The median calculation is based on the midpoint of all salaries, while the mean is based on the average of all salaries.

Where Starling hasn’t improved is in the number of women in the upper quartile of earners — only 26% of the top earners at Starling are women.

Rival bank Monzo is closer to parity, though still has some work to do. Monzo’s Median gap is now just 4.27%, with a Mean of 15.73% which is similar to Starling’s. At Monzo, 34.9% of the top earners are women.

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