The film-maker and Arsenal supporter has directed Who Are Ya?, a short advert promoting the club’s partnership with Airwallex.
Spike Lee has directed a new advertisement for Arsenal, with the club using the short film Who Are Ya? to promote its partnership with Airwallex.
Lee, a long-time Arsenal supporter, also appears in the film, pleading to be allowed to ‘just watch the match’. Arsenal legends and current players also feature, giving the campaign a higher-profile edge than standard commercial partnerships launches.
Explaining the idea behind the project, Lee said: “I’ve been riding with Arsenal for years – it started with Thierry. But what really stayed with me is what the club stands for, its history, its culture, the way it reflects the world beyond the pitch. With Who Are Ya?, I wanted to capture that real supporter energy—the passion, the debates, the humour.
“Fans today don’t just follow the game, they understand everything around it too. Bringing Airwallex into that conversation felt natural, because the film plays on how fans now talk about the business side of football just as much as what happens on the pitch. This film is about that voice, that culture, and that community.”
For Arsenal, the film is clearly intended to do more than place a new sponsor’s name in front of supporters. The advert leans into the idea that modern fans are just as engaged by football’s financial and commercial side as they are by the action on the pitch, which is the angle Airwallex wanted to use in introducing itself to the club’s audience. It’s a massive stretch to link the two.
Matt Jennings, Global Creative Director at Airwallex, said: “Let’s be honest – most Arsenal supporters haven’t heard of Airwallex, and we didn’t want to be a random logo on a perimeter board; so we decided to introduce our Arsenal partnership in a way supporters couldn’t ignore.
“Football isn’t just 90 minutes on the pitch – it’s the talk about money, business, and tactics that happen at the pub every week. We hope our film brings those conversations to life in an entertaining way, and ensures no Arsenal fan will ever have to ask, “Air-who?””
Arsenal’s chief commercial officer Juliet Slot said the club saw the advert as a way of using the partnership to connect more directly with supporters.
She said: “Our partnerships are at their best when, together with partners like Airwallex, we lift our supporters and bring them closer to us. Who Are Ya? is a celebration of the incredible passion of our community, and how we can use our shared platforms to connect us wherever we are in the world.
“We love Spike’s passion and understanding for our club which shines through our film.”