Overview
Looking to drive global brand awareness ahead of the biggest rebrand in their company’s history, Axi, the Australian online trading brand, worked with SportQuake to develop their first ever football sponsorship as the Official Online Trading Partner of Premier League giants Manchester City.
The Challenge
Axi had experienced a period of sustained growth, winning multiple industry-leading awards for their exemplary service, including Best Forex Broker Europe in 2019. Now, the brand wanted to make a unique marketing move that would introduce their company to new audiences around the world and continue to bring new users to the platform.
The Solution
Having never invested in sports sponsorship before, SportQuake conducted a detailed analysis of the options available to Axi, highlighting how football sponsorship would provide a higher return on investment that other strategies.
As a global platform with lofty ambitions, SportQuake worked with Axi to develop a global partnership with a club who held similar aspirations: Premier League super club Manchester City. The partnership worked for four key reasons:
- Global brand awareness – Axi could drive awareness among the Premier League’s global 3.2bn annual audience with match day LED & interview back drop branding at all City home games.
- Marketing alignment – With brand messaging focusing on the edge needed to succeed in online trading, Axi could draw on the various edges that bring Man City success – including world-leading playing squad, iconic manager & passionate fans – to elevate brand marketing campaigns.
- Global online following – As a digital-first business, Axi could leverage City’s huge digital presence to attract more users, targeting the club’s 79m+ online fanbase through branded promotions, content threads and giveaways.
- Famous IP to elevate brand campaigns – Axi could integrate City’s world-famous club and player IP to enhance global marketing efforts, including performance marketing.
The Result
Axi announced the partnership in October 2021, elevating the brand alongside City’s other blue-chip partners, including Etihad Airways, Nissan and Etisalat.
The brand continued to drive awareness throughout the 2020/21 season, providing a constant presence as Manchester City stormed to the Premier League title, with match day and digital activations celebrating the various ‘edges’ that led City to success. They utilised an extensive rights package to do this, including:
Louis Cooper, CCO, Axi on Working With SportQuake
Find Out More
To find out more about Axi’s global partnership with Manchester City and wider information on the online trading sector’s growing investment in football sponsorship, contact Pat McColgan at [email protected]
