While the forex industry faces a dramatic shake-up ignited by the Swiss National Bank, in the sports-partnership realm it’s business as usual. Alpari has just announced it has extended and expanded its sponsor agreement with Russian premier league-leader Zenit Saint Petersburg.
The existing sponsorship deal will run through to the end of the current Russian Premier League football season. In addition, starting February 2015 Alpari and FC Zenit’s regionals partnership will expand to national borders. According to the statement, this means that the broker will be promoted on Zenit’s home games as well as on the club’s official website.
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Partnerships of this sort are considered to be a well-known marketing strategy, meant to boost the broker’s brand awareness and increase its exposure to new audiences. In 2015 alone, some of the world leading clubs partnered with “forex sponsors,” most notably Manchester City with FX primus, city rival Manchester United with Swissquote and La Liga’s Athletico Madrid with Plus500.
Local deals targeting specific audiences are also quite common, and brokers are constantly seeking new ways to synergize the partnership and translate it into conversion. “Other than financial support for the club, Alpari is striving to actively get involved with the supporters,” said Vladislav Kovalchuk, Alpari’s marketing director.
In this manner, Alpari will try to entice ticket holders into the trading space by offering them tutorials. Last year, the winner of a joint chant-composing contest was awarded with tickets to Zenit’s Champion’s League match against Monaco. Now it remains to be seen what the broker will do to leverage the enhanced partnership with a leading local club which also has international appeal.