LMAX Exchange is joining the ranks of yachting sponsors today as they are sponsoring a team for the upcoming Clipper Round the World Yacht Race. The LMAX Exchange team will be competing against eleven others in the 40,000 mile race around the world.
An operator of an electronic FX and CFD trading platform, the sponsorship takes place as many brokers have partnered with sports clubs to raise their brand image. Typical sponsorships have included forex and binary options brokers that have focused on football clubs as their fans overlap the demographic brokers market to. In the case of LMAX and the boat sponsorship, the firm will be leveraging the race’s long duration and multi-country destinations to raise awareness of their brand.
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Headed by the America’s Cup racing event with its lead sponsor, Louis Vuitton, yachting has long been viewed as an upscale sponsorship opportunity due to the affluent demographic connected to the sport. In regards to LMAX, the firm is also using the sponsorship opportunity in the Clipper Round the World Yacht Race to continue its connection to extreme sporting events. Earlier in the year, LMAX Exchange’s CEO David Mercer participated in the Arctic Rugby Challenge.
Following on that event, Mercer will also be participating for a portion of the Round the World boat race. About his inclusion, LMAX Exchange’s yacht team skipper, Olivier Cardin, stated, “David is no stranger to tests like this and I am looking forward to having him join us on the race.”