BlackBull Markets has renewed its sports sponsorship of Kiwi football club Auckland FC, marking the second consecutive season of the partnership. The two first inked a deal last year after the football club became A-League champions.
A Strategic Deal Before the Potential IPO
Auckland FC finished last season in third place in the league table.
The partnership with the Kiwi football club signifies how the contracts for differences (CFD) broker is pushing to strengthen its brand in the Australian and New Zealand markets.
BlackBull is also reportedly mulling a dual listing on the stock exchanges in Australia and New Zealand. It has already started an initial public offering (IPO) roadshow after generating annual revenue of NZ$108 million in 2025 and NZ$55 million in EBITDA.
According to the filings of its New Zealand unit, local annual revenue reached NZ$41 million by the end of March 2026, while deposits in the country jumped 87 per cent to nearly NZ$100 million.
BlackBull is headquartered in New Zealand, but the broker operates extensively outside its home country through offshore units, a model that is common among global CFD brokers.
Its two co-founders, Michael Walker and Selwyn Loekman, still hold about 30 per cent of the company each, while LMAX Exchange Group holds around 20.8 per cent and Milford's Private Equity Fund III another 20.6 per cent.
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Football Still Dominates Among Brokers
Meanwhile, sports sponsorships, especially in football, remain among the most sought-after marketing channels for CFD brokers. CMC Markets has this year put its brand on Everton's front shirt in a deal that reportedly cost the broker tens of millions of pounds.
BlackBull's strategy, however, appears to be strengthening its brand in its core markets. With the Auckland FC partnership, the broker's brand will be visible to a wide sports audience in two of its core markets. The club has over 163,000 and 115,000 followers on Instagram and TikTok, respectively, meaning any mentions of the broker on its social channels will reach a mass audience.
