Trustly expands brand visibility with West Ham United partnership


Online banking payments platform Trustly is set to expand its advertising and marketing operations via a partnership with West Ham United FC of the Premier League.

The agreement with the East London club will see Trustly become its official open banking partner, and the firm will benefit from pitch side advertising during home matches at the team’s London Stadium.

According to data from the Open Banking Implementation Entity (OBIE) 2.5 million British banking customers connect their accounts to trusted third-parties, an increase from the January 2020 figure of one million.

Meanwhile, West Ham United has a huge UK following both in London and throughout the country, as well as an international supporter base, providing a valuable marketing opportunity for Trustly to better promote its open banking solutions.

“Trustly is delighted to partner with West Ham United, the iconic London club in the Premier League,” remarked Johan Nord, EMEA Chief Business Officer, Trustly.

“This partnership comes as the UK’s adoption of Open Banking experiences tremendous growth. We’re overjoyed to combine the worlds of football and payment solutions, and we look forward to working closely with West Ham throughout this multi-year partnership.”

Open banking initiatives enable Trustly to enhance its account-to-account payment solution in the UK market, providing merchants the opportunity to offer customers a prefered way to pay.

The Stockholm-based payments provider was founded in 2008 and has expanded rapidly since, processing over $21 billion transitions globally in 2020.

In addition, the company currently serves up over 8,100 merchants, connecting them with 525 million customers and 6,300 banks in 30 countries.

Nathan Thompson, West Ham United’s Commercial Director, said: “At West Ham United, innovation is key to everything we do and we are thrilled to partner with Trustly, an organisation that is redefining the speed, simplicity and security of payments through its own products.”

In addition to providing open payment platforms, Trustly also conducts market research into the field, having recently published a study regarding the international travel industry, whilst another survey revealed the shift from credit to debit payments among European consumers.

Vasilije Lekovic, the firm’s Director of Gaming, spoke to Payment Expert last month, discussing new markets, features and players in the international gambling industry in 2021.