Writing from the Stands

Football fans will tell you 'there's too much money in the game'. So as Coventry City FC's front-of-shirt sponsor, Monzo couldn't rely on the usual 'proud sponsor' copy that pops up in the game.

So Senior Brand Writer Hit Patel created 'Writing from the Stands': a copy platform built on five principles that shaped every piece of partnership copy.

It led to stuff like 'Wembelieve', a one-word rallying cry plastered across Coventry before the 24/25 play-off semi-final; 'Frank Lampcard', a viral social skit; and football-coded product ads, including Monzo's 'One-two' cashback offer for Sky Blue fans.

The result was a distinctive sponsorship voice that supporters embraced and Monzo continues to use with Coventry back where they belong: the Premier League.

Alongside record social engagement, the partnership helped increase positive perception of Monzo, grow familiarity with Monzo, and drive uptake of products like cashback.