Liverpool FC announced today that it has signed a one-year partnership deal with CySEC regulated binary options broker, Banc De Binary. This is the latest move in the strengthening trend of financial trading companies’ love affair with sports sponsorships, as will be discussed on the Football Panel at the upcoming Finance Magnates’ London Summit 2015.
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The two parties have not disclosed the financial details of the arrangement at this time. However, industry sources estimate the sport sponsorship deal to be worth around £1.5 million. Banc De Binary will benefit from digital marketing support, as well as club hospitality and experiences. Players and legends will be making appearances in selected company events throughout the year. The firm plans to leverage the benefits of the deal by promoting its brand in worldwide competitions on its social media channels.
Stephen Pearson, the agent who negotiated the deal, explained to Finance Magnates that Banc De Binary will also have LED branding at domestic cup matches which are not excluded under the exclusive Barclays for premier league matches. “Its a real coup for them to find this agreement with such a legendary club,” he added.
Billy Hogan, Chief Commercial Officer, Liverpool Football Club, said: “We’re delighted to welcome Banc De Binary as our Official Binary Options Partner in Europe, Canada, Australia and South Africa. The club enjoys tremendously strong support in these regions and we’re excited about the year ahead. Our partnerships are about quality relationships and as a Club we feel a great affinity with the drive and ambition reflected by Banc De Binary. We very much look forward to working together.”
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Oren Laurent, Founder of Banc De Binary, commented: “Liverpool FC is exceptionally popular among people in our field. The club’s iconic legacy and unique status in the football world are second to none. We’re excited to align ourselves with the revered club, which stands as a shining example for determination, success and class. Sharing the club’s vision of achievement and commitment to success, we are thrilled by the opportunity to join forces with Liverpool FC and bring our customers closer to this illustrious club whose core values are truly inspirational.”
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Speaking with Finance Magnates, Lee Goldwater, Sales Director at SPORTFIVE Ltd, a global sporting agency, explained the worth of such a deal for brokers. Liverpool FC remains one of the most recognisable English Premier League brands, and retains one of the largest global fan bases of all football clubs, therefore this partnership with Banc De Binary will unlock significant value in markets throughout the world.
Goldwater added: ‘This deal demonstrates the ongoing appeal of the Premier League as a marketing platform for brands in the FX and binary industry. As well as being a significant awareness driver, these partnerships also build credibility for brands among a global customer base, which is key in an online industry where customers deposit their own funds.
With Barclays coming off the English Premier League title sponsorship programme at the end of this coming season, there will be a huge opportunity for club partners to extend their rights into channels that are currently prohibited.”
Liverpool FC is quite familiar with the online trading industry by now as it has previously signed similar deals with international brokers. In July 2014, the club announced a two-year sponsorship agreement with InstaForex for the Asia and CIS markets.