Newly-rebranded Australian trading platform Axi has signed as the ‘Official Online Trading Partner’ of Premier League club Manchester City in a multi-year global sponsorship.
The sponsorship will help Axi, formerly known as AxiTrader, create awareness of its new rebrand and tagline ‘Trade Your Edge’.
This will be activated through branding across the club’s Etihad Stadium, content on the City website and engagements with customers and fans online and at events with exclusive offers and promotions.
The deal was brokered on behalf of the brand by the Sportquake agency, the first deal the London-based agency has made with the club.
Tom Boyle, head of partnership marketing EMEA at City Football Group, said the club was impressed by Axi’s “ambition and drive to build such a successful business from just a two-man start up”.
Boyle added: ”With their recent rebrand we recognise that this is an exciting time for Axi and we are looking forward to Manchester City being part of this new chapter.”
Louis Cooper, chief commercial officer at Axi, said: “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.”
Online trading platforms have flourished during the period of the Covid-19 pandemic with many brands taking advantage of the market conditions to sponsor European football clubs in order to increase awareness and ramp up user numbers.
Sportquake, for example, was recently involved in brokering a deal for international trading platform Libertex with City rivals Tottenham Hotspur and 12 deals involving English and German clubs with eToro.
Earlier this year, Sportquake brokered its biggest trading deal in football to date when it helped put together an agreement between FC Barcelona and forex trading platform FBS.