Australian FX and CFD broker Axi, has renewed its flagship sponsorship deal with football club Manchester City.
As part of a commercial expansion with the Premier League champions, Axi has extended its multi-year contract and sponsorship rights to Manchester City's women's team.
In 2020, the Australian FX and CFD Broker, formerly known as AxiTrader, was once the 'Official Online Trading Partner' of the English Premier League club at first. According to the company, the partnership with Manchester City makes its services more accessible to a broader range of merchants in the 100+ countries where they operate.
As part of its sponsorship package, the ECN broker will continue to gain visibility through various marketing channels. This will span Manchester City's men's and women's teams and the club's esports operations. Additionally, Axi will access matchday media backdrops, tickets, digital rights, and player activity.
Axi, who runs a regulated business in England, will also benefit from a presence at the Etihad Stadium and Academy Stadium. According to Hannah Hill, Head of Brand and Sponsorship at Axi, they have developed a great relationship with City Football Group over their three years of partnership. They also said they did not hesitate to expand the partnership.
"One of the defining features of this partnership is our brand alignment in terms of 'finding an edge'; City is focused on gaining a competitive advantage on the pitch while also embracing innovation both on and off the pitch; similarly, Axi is focused on giving our traders an edge in the market while committed to breaking new ground with innovative products and services, one of which is Copy Trading," said Hill.
On another occasion, Louis Cooper, Chief Commercial Officer at Axi, said that this collaboration succeeded in increasing their position in the market when viewed from their alignment on a global scale with the Manchester City brand, which has a global fan base.