SPORTA, the fintech building the UK’s first dedicated financial platform for sport, announces the appointment of Jess Blakey as its Chief Commercial and Marketing Officer. SPORTA was founded by ClearBank co‑founder Andrew Smith.
Blakey joins SPORTA from Engine by Starling, the technology arm of UK digital bank Starling, where she was Head of Marketing and Communications.
Bringing more than a decade of experience across some of the most disruptive financial technology brands, Blakey will now lead SPORTA’s commercial strategy, marketing and communications as it prepares to become Britain’s first dedicated financial institution for sport.
At Engine by Starling she led the global marketing strategy for the software‑as‑a‑service platform which provides Starling Bank’s core banking technology to financial institutions around the world, supporting its growth in Europe, North America, APAC and the Middle East. She previously held senior marketing roles at Starling Bank, where she helped the challenger bank scale during its rapid customer growth in the UK market.
Blakey was also formerly at Innovate Finance, the industry body representing the UK fintech sector, where she helped grow the organisation to serve over 250 members ranging from startups to global financial institutions.
Andrew Smith, founder and co-chief executive of SPORTA, said:
“We are building the financial infrastructure that speaks the language of sport, and that requires leaders who not only understand sports but the specific financial services that are best suited to grassroots and elite clubs and athletes. Jess has a track record of launching and scaling groundbreaking fintech propositions. She has a combination of strategic vision, marketing expertise and love of sport that prove invaluable as we bring SPORTA’s mission to life.”
As Chief Commercial and Marketing Officer, Blakey will oversee SPORTA’s commercial development and brand, including partnerships, marketing, communications and customer experience. Her role will be pivotal in articulating SPORTA’s vision of a sport‑native financial platform: infrastructure designed around the rhythms of sports clubs, athletes and fans.
SPORTA is, post-regulatory approval, aiming to offer current accounts, saving accounts, lending and wealth products tailored to the needs of the sports sector.
Commenting on her appointment, Blakey said:
“I’ve spent a decade and a half watching fintech transform financial services for consumers and businesses. I’ve seen what happens when you build genuinely purpose-designed tools for an audience that has previously been underserved – the impact is disproportionate and fast. But sport – this enormous, culturally vital, economically significant part of British life – has been almost entirely left behind by that transformation. SPORTA will change the ecosystem for sports clubs and athletes who have long been underserved by the traditional banking system.”
Blakey’s appointment follows a series of strategic hires at SPORTA, including experienced risk and operations leaders, as the company moves through the regulatory process to secure its full banking licence. The growing senior team underscores SPORTA’s momentum and commitment to building a world‑class proposition for sport.
Blakey added:
“I’ve been fortunate to work on things that aim to make a difference throughout my career. But the directness of SPORTA ‘s impact on communities feels different. Grassroots sport clubs, athletes navigating financial uncertainty, families making real sacrifices to support their children, volunteers doing the hard work – these are people whose lives could be materially improved by better financial infrastructure. There is a genuine once-in-a-generation opportunity here to build something from scratch in a space that has been neglected.”
Image provided by SPORTA
