Clearpay targets younger fans with Baller League sponsorship
Clearpay has partnered with Baller League UK for Season 4, securing sponsorship rights around sudden-death shootouts, transfer windows and digital content to reach the competition’s predominantly younger audience.
Baller League UK has signed buy now, pay later provider Clearpay as a partner ahead of Season 4, integrating the brand into matchday competition and transfer coverage as it expands its marketing beyond retail.The agreement, negotiated by Bountiful Cow and Digital Sports Mgmt/YMU, gives Clearpay sponsorship of the six-a-side league’s sudden-death shootout and presenting rights to its pre-season and mid-season transfer windows.Rich Bayer, chief executive of Clearpay, said: “Just as Clearpay modernised the credit industry and made payments more accessible for today’s consumers, Baller League UK has done the same for sports entertainment. We’re committed to backing what our customers love and our partnership with Baller League UK allows us to tap into true innovation that takes entertainment to the next level.”The shootout will be branded ‘The Penalty Point, Unlocked by Clearpay’, placing the company within a competitive format that can directly affect league standings.The ‘Baller League UK Transfer Window – Powered by Clearpay’ will extend that presence into squad announcements, player updates and reveal films, providing content opportunities around team recruitment as well as matches.The sponsorship will connect with Clearpay’s ‘It’s About Time’ campaign, launching in November, alongside its Pay-in-4 proposition, bringing the brand’s wider advertising into its sports partnership.Baller League UK reported 344 million short-form social views during Season 3 and an average of 1.3 million unique live viewers per matchday, rising to 1.85 million for the Final Four.More than 70% of viewers were aged between 18 and 34, making the competition’s audience profile a central part of Clearpay’s opportunity to reach younger consumers through sports entertainment.Felix Starck, chief executive of Baller League, commented: “Our league is built on speed, drama and unforgettable fan experiences, from sudden-death penalties that can change the standings, to new signings that transform a team. This partnership puts Clearpay at the heart of those moments, bringing the brand into the action and the stories that keep our fans engaged throughout the season.”A supporting media campaign planned and bought by Bountiful Cow will run across video-on-demand, YouTube, paid social, radio and out-of-home advertising, extending the activation beyond Baller League’s channels.The combination gives Clearpay recurring exposure during live competition and a role in digital coverage between matchdays, with transfer announcements providing a further platform before and during the season.Season 4 begins on October 12, with regular-season matches staged at the Baller League Arena at Eastbrook Studios in Dagenham.