Axi extends partnership with Manchester City for multiple years

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Axi, a forex and contracts-for-difference (CFD) brokerage firm based in Australia, has announced extending its sports partnership deal with Manchester City FC. The broker has also extended its sponsorship rights to the Manchester City women’s team.

Axi extends sports partnership with Manchester City

Axi became the official sponsor for Manchester City FC in September 2020. The broker said its extended partnership with Manchester City would cover multiple years. However, it did not specify the duration of this partnership.

The Head of Brand and Sponsorship at Axi, Hannah Hill, noted that the broker has worked with the football club for three years, and during this time, the broker had grown its relationship with City Football Group.

“We’ve established that our businesses share a highly ambitious approach and unwavering dedication to success, so we had no hesitation in wanting to extend our partnership and see where we can take the relationship to next,” Hill said.

Manchester City FC is among the leading football clubs in Europe and the UK. The club has won the English Premier League title two consecutive times. The Abu Dhabi United Group owns the club, and it is comprised of top players globally.

Under the deal’s original terms, Axi promoted its brand in Manchester City’s Etihad Stadium and within the club’s virtual real estate. The promotion allowed Axi to promote its brand to a vast global audience.

Manchester City also boasts a large social media presence. The club has a following of over 40.7 million on Instagram and another 45.7 million followers on Facebook. It also has 15.6 million followers on Twitter.

Louis Cooper, the Chief Commercial Officer at Axi, noted that the broker and the football club partnership had already been a success. The executive noted that the club’s brand aligned with the broker’s needs on a global scale. He added that the branding at the club had boosted the broker’s global fanbase.

The success of this partnership deal can be seen in the renewal to cover an additional number of years. The deal also includes the Manchester City Women’s Football Club, showing that the broker is seeking more marketing opportunities.

Brokers focus on sports sponsorships

The sports industry has a global fan base, and brokers have leveraged this to promote their offerings. Pepperstone recently secured a sponsorship deal with Australia’s Geelong Cats to boost its presence in the country.

Besides investing in the entire sports sector, brokers have also invested in women’s sports areas. While commenting on the extended deal between Axi and Manchester City, Cooper said that the global popularity of women’s football had increased in recent years as more women became involved in the financial market.

He added that the new focus enabled Axi to support women’s sports and support more female traders and investors that were key to the firm’s global expansion. Cooper added that women continued to be in control of their financial investments.


Ali is a professional journalist with experience in Web3 journalism and marketing. Ali holds a Master's degree in Finance and enjoys writing about cryptocurrencies and fintech. Ali’s work has been published on a number of leading cryptocurrency publications including, CryptoSlate,,, Business2Community, BeinCrypto, and more.