September 30, 2020 | AtoZ Markets – Australian retail FX and CFD brokerage firm Axi has signed a multi-year global sponsorship as the ‘Official Online Trading Partner’ of the English Premier League club Manchester City FC.
Manchester City sponsorship will help Axi create global awareness
Previously known as AxiTrader, the sponsorship will help Axi create global awareness of its new rebrand and tagline ‘Trade Your Edge’. To activate this, Axi will be branding within Etihad Stadium, on the Man City website, and also engagements with customers and fans online and at events with exclusive offers and promotions.
Tom Boyle, head of partnership marketing EMEA at Manchester City FC, said the club was impressed by Axi’s “ambition and drive to build such a successful business from just a two-man start-up”.
”With their recent rebrand we recognize that this is an exciting time for Axi and we are looking forward to Manchester City being part of this new chapter,” Boyle added.
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Louis Cooper, chief commercial officer at Axi, commented:
“As we started looking into relaunching our brand, we felt there were many similarities with how the world’s leading football clubs are focused around gaining that competitive edge and Manchester City personifies this on and off the field.”
Growing number of Forex brokers sponsoring sports
Online FX trading platforms have flourished during the period of the Covid-19 pandemic with many brands taking advantage of the market conditions to sponsor football clubs in order to increase awareness and ramp up user numbers.
For example, the English Premier League club Newcastle United has signed a new shirt sleeve sponsorship with global investment house ICM.com in a two-season deal.
Recently, brokerages like easyMarkets and Plus500 followed and are now sponsoring Real Madrid and Legia Warsaw FC, respectively.
Furthermore, eToro saw benefits in bulk deals. It is now sponsoring a total of 12 football clubs in the United Kingdom and Germany.
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