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Xapo Bank x Aston Villa: Play the Long Game

Play the Long Game transforms a sponsorship partnership into a shared philosophy of ambition, focus, and belief.

Industry Fintech
Professional sport
Location Global
Services
Branding, Campaign, Copywriting & Editorial, Digital Strategy, Motion Design, UX/UI Design

Context

Xapo Bank’s Security Matters campaign transformed London’s Bank Underground Station into a statement of trust, security, and innovation. Building on this success, Big+Bold continued to shape the brand’s global marketing as its primary creative agency.

The campaign had positioned Xapo Bank as a secure, forward-thinking challenger that helps grow wealth in both Bitcoin and fiat currency. The next step was to take that message global through a partnership that matched its ambition and discipline.

That partner was Aston Villa FC. Like Xapo Bank, Aston Villa shares a challenger mindset, defined by focus, resilience, and belief in the long game.

Key objectives

Build global brand awareness

Extend Xapo Bank’s message of trust and security from the UK to international audiences through a globally relevant creative platform.

Humanise the brand through shared values

Connect with football fans beyond crypto investors to position Xapo Bank as an accessible and credible institution.

 

Establish a true partnership

Ensure the Aston Villa collaboration felt authentic and mutual, rooted in shared ambition and purpose rather than transactional sponsorship.

Drive engagement through digital experiences

Develop interactive fan activations that would deepen audience connection and sustain engagement throughout the season.

Action

Big+Bold developed Play the Long Game—a campaign concept that mirrored the patience, precision, and resilience found in both football and wealth management.

The creative idea expressed a shared philosophy: success, whether on the pitch or in finance, is built through consistency, focus, and belief.

The campaign launched with a hero film that set the tone for the partnership. Shot with cinematic intensity, the film linked tactical football strategy to long-term financial thinking through a compelling narrative voiceover. Its key message—“Play bold but always stay in control”—became the foundation for all subsequent content.

Big+Bold’s role extended across every stage of the partnership:

  • Creative development and production of the hero film, from scripting to delivery.
  • In-stadium branding, including LED boards, static signage, and digital perimeter animations.
  • Matchday programme features introducing the partnership to fans.
  • Microsite design and development, serving as the digital hub for fan activations.
  • Social and digital content creation, maintaining consistent storytelling across channels.

The dedicated microsite translated Xapo Bank’s services into an accessible, football-inspired visual language. Interactive experiences sustained engagement throughout the season, including:

  • Spot the Ball, a digital revival of a classic competition.
  • Share Your Belief, inviting fans to submit personal messages displayed inside Villa Park on matchdays.

View these experiences at the campaign’s dedicated microsite.

Outcome

Play the Long Game marked a pivotal evolution in Xapo Bank’s marketing. Where Security Matters built trust through protection, Play the Long Game built connection through purpose—showcasing how a digital-first bank could align with global values of perseverance, ambition, and legacy.

The campaign successfully introduced Xapo Bank to millions of fans across the globe, reinforcing its positioning as a credible global challenger brand. Fan participation in the digital activations demonstrated deep engagement, while visibility across Villa Park and social channels strengthened long-term brand recognition.

Big+Bold’s collaboration with Xapo Bank transformed a sponsorship into a strategic partnership built on shared belief—proving that, in both sport and finance, the smartest moves are made by those who play the long game.

Behind the scenes

A shared mindset

We worked with our delivery partners, Merlin Productions, to film on-site at Bodymoor Heath training grounds. This hallowed ground is where Aston Villa Football Club’s top-flight teams hone their skills, and where we had the privilege of meeting three of their star players—John McGinn, Evan Guessand, and Pau Torres. Take a peek behind the scenes.

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