Case Study

Fulham FC x Flyfish

A Premier League Partnership Connecting Tradition With Financial Innovation

Overview

Extra Time Sports Group brokered the partnership between Fulham FC and Flyfish, aligning one of London’s most historic Premier League clubs with a global digital payments platform operating across 40+ countries. The collaboration brings together two organisations that share values around accessibility, performance, and reliability, creating a partnership built for long-term commercial impact.

Objective

Flyfish wanted a Premier League presence that could introduce its financial technology to a global football audience while reflecting its core values of trust, speed, and dependability.

Fulham FC sought a partner with genuine innovation credentials and a clear commitment to making financial services more accessible to businesses and consumers worldwide.

Our role was to identify the right fit, align commercial objectives, and deliver a partnership that felt credible to both sides.

Approach

We managed the partnership from initial alignment through to final agreement, ensuring clarity, balance, and long-term value.

Assessed Flyfish’s positioning and international footprint to identify Premier League assets aligned with its ambitions.

Worked closely with Fulham FC’s commercial team to ensure brand fit, rights allocation, and long-term value.

Coordinated discussions, commercial frameworks, approvals, and rights execution to secure a mutually beneficial agreement.

The result is a partnership rooted in shared values rather than surface-level exposure.

Overview

Extra Time Sports Group brokered the partnership between Fulham FC and Flyfish, aligning one of London’s most historic Premier League clubs with a global digital payments platform operating across 40+ countries. The collaboration brings together two organisations that share values around accessibility, performance, and reliability, creating a partnership built for long-term commercial impact.