What do Barclays, Wimbledon, and the English Premier League have in common? Fandom.

Many global sports have a solid and passionate fanbase in the U.S., but partner cardholders are fans too—fans of the brands they carry around in their wallets.

We brought this passion to life through our new work for Barclays’ sponsorship of Wimbledon and the Premier League, now in its 25th year of partnership. This campaign shifts the focus from celebrating incredible athletes to the other real stars of these events: the fans themselves (who are also co-branded credit-card holders). In both of these clever spots, we show that tapping the Barclays card is more than just a transaction—it’s a direct connection that brings fans a little closer to the sports and brands they love.