If you happen to support Liverpool Football Club or were old enough to remember the 2005 UEFA Champions League final, you may be aware of Sami Hyypia.
The Finnish defender played for Liverpool from 1999 to 2009, making 464 appearances and scoring 35 goals. However, his connection to the Merseyside club still runs deep, as he was introduced on stage at Money20/20 Europe today (June 4) as a Liverpool legend.
Money20/20 Europe is one of the world’s largest payments events, bringing together banks, fintechs, regulators, and media – and now, apparently, footballers too. Hyypiä joined Lee Gunning, Director of Financial Markets at Standard Chartered Bank, on stage to discuss his Liverpool career. While other panels tackled more industry-focused topics, Hyypiä’s session drew the biggest crowd of the morning.
The football-finance crossover
The buzz wasn’t just because payments professionals needed a break, or that many are football fans. It’s also because football, especially in Europe, is a massive cultural force that draws attention wherever it’s discussed.
This growing intersection between sport and finance is no coincidence. Last year, Insider Sport spoke to Stephanie Wilks-Wiffen, Director of Marketing for UK and DACH at eToro.
“We began sponsoring European football teams not only because many of our key markets are in Europe, but because European football is hugely popular around the world and has a massive international viewership,” said Wilks-Wiffen.
It’s a global trend. According to a recent report by Sport Quake published on 28 May, football accounted for 43% of all crypto and digital asset sponsorships for the 2024/25 season, an increase of 64% year-over-year.
While these partnerships aren’t new, they are increasingly strategic. Hyypiä himself has been involved in events and initiatives with Standard Chartered, thanks to the bank’s long-standing sponsorship of Liverpool FC, a relationship extended in 2022 to take it up to 17 years of partnership.
Lessons from leadership
Hyypiä wasn’t just there to promote a sponsor. His insights had real value for payments professionals, even those who don’t follow football.
He reflected on Liverpool’s famous comeback in the 2005 Champions League final, offering a rare glimpse into the mindset of a team that was 3-0 down at halftime and yet came back to win.
“I have to give credit to Rafa Benitez, he stayed very calm. Many managers and coaches would scream their lungs out when the team is 3-0 down at half time and try to fire the troops, but he was very calm. He just said that, look, there are a lot of people coming a long way to support us here… we need to give them something to cheer about in the second half,” said Hyypia.
“That night showed me that even if you don’t believe that you put 100 % effort into something that can happen, miracles happen, you just need to put the effort in.”
This theme of belief and resilience tied neatly into the first keynote of the day, given by Monzo CEO TS Anil. Anil walked the audience through the challenger bank’s journey, from a small fintech to one of the UK’s biggest banks. Monzo, against the odds, has now recorded its second consecutive year of profitability.
“My bet every day of the week is that we will go toe-to-toe with any legacy bank on banking,” said Anil.
It was a message of grit and belief in the long-term vision of staying the course even when the odds seem stacked against you. His story resonated with anyone who’s had to challenge, convince sceptics, or build something from scratch.
That same mindset echoed later in the day during Hyypiä’s session. Reflecting on Liverpool’s comeback in the 2005 Champions League final, he offered a personal take on what it means to keep going when you’re behind.
“Follow your dreams… you just have to have the passion inside you,” said Hyypiä.
Two very different speakers, one clear message: belief, resilience, and vision can take you from the underdog to the top, whether on the pitch or in the boardroom.
