Fintech Allica backs community traditions in branding push

Allica Bank is expanding its sponsorship of quirky community events including bog snorkelling and conker championships, as the fintech looks to strengthen its brand among Britain’s established small businesses.

The challenger bank said it would extend its ‘Here is Where the Heart Is’ campaign for a third year, backing six volunteer-led events across the UK that it says play an important role in local economies and community identity.

The 2026 line-up includes the World Conker Championships in Northamptonshire, the World Stone Skimming Championships on Easdale Island in Scotland and the Bog Snorkelling Championships in Wales, alongside newer additions such as the Great Knaresborough Bed Race in Yorkshire.

The campaign reflects a broader trend among financial services brands towards community-led marketing and experiential sponsorships as fintechs seek to differentiate themselves in an increasingly crowded market.

Conrad Ford, chief strategy officer at Allica, said the events reflected the role local businesses often play within their communities, both as employers and as organisers or volunteers. “It may not be immediately obvious where the link is between bog snorkelling and local business. But just like established businesses, these events sit at the heart of who these communities are.”

Organisers said sponsorship from larger companies had become increasingly important in maintaining volunteer-run events as costs and operational pressures rise.