Equiti Group's Jordan unit has agreed a three-year sponsorship with the Jordan Tennis Federation, becoming the federation's Official Partner from May 2026 through April 2029, the broker said today (Tuesday).
The deal hands Equiti Jordan naming rights to the federation's Junior Tennis Initiative, the development pipeline for school-age players. It covers both tennis and padel programs at the national and international level. Financial terms were not disclosed.
Localized Sports Deals Stay Core to Equiti's Marketing Mix
The tennis tie-up follows a pattern Equiti has settled into over the past year. The Jordan Securities Commission-licensed broker is part of a group with entities in the UK, UAE, Cyprus, Kenya and elsewhere.
In June 2025, the firm took naming rights to Dubai's Youth Football League, rebranding the competition as the Equiti Youth Football League. The group also serves as sleeve sponsor of Abu Dhabi football club Al Wahda.
Lutfi Shahin, Managing Director of Equiti Group Limited (Jordan), said the partnership would "invest in the next generation of Jordanian athletic talent," according to a statement.
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The broker did not detail the cash value of the agreement, the breakdown of program spend or the value attached to the naming rights.
Equiti has also been busy on the product side, bringing in TraderEvolution as a platform provider in December 2025 and entering an introducing arrangement with Bursa+ earlier this month.
Khaled J. Naffa', President of the Jordan Tennis Federation, called the agreement "an investment in the future of Jordanian sport," according to the statement. He said the support would help Jordanian players reach higher levels of competition and access international tournaments.
Tennis Sponsorships Remain a Familiar Pit Stop for CFD Brokers
Federation-level tennis deals sit on the smaller end of a sponsorship category brokers have worked for more than a decade.
Rival CFD provider CFI Financial Group signed on as premium sponsor of the Mubadala World Tennis Championship in Abu Dhabi in 2022, placing its branding alongside players including Carlos Alcaraz and Casper Ruud.
Other brokers have leaned on individual star endorsements rather than federations. TMGM signed German player Alexander Zverev ahead of the 2021 Australian Open, where it also held the title of official sponsor.
Czech prop trading firm Fintokei brought on Japanese pro Yoshihito Nishioka as a global ambassador in 2024, while 24option contracted Boris Becker as early as 2015. XM has long used Rafael Nadal as a brand face.
Rather than buying broadcast exposure through a tour event or a top-20 player, Equiti is backing a national governing body and a youth pipeline in a market where it already holds a local license.
That mirrors a path CFI took years ago in Jordan. The broker has sponsored the Jordanian basketball federation since 2021 and in 2023 lent its name to the country's premier knockout football tournament, which now runs as the CFI Jordan Cup.
Jordan's CFD Market Grows More Crowded
The sponsorship lands in a Jordanian market that has become more competitive. Equiti was the first retail brokerage to secure a Jordan Securities Commission license in roughly a decade when it received approval in 2018. CFI Jordan was operating around the same time through its own JSC license.
The landscape shifted again in October 2025, when Exness opened its first MENA office in Amman after obtaining a JSC permit. INGOT Brokers also lists Jordan among its regulated jurisdictions.
The market remains small relative to the UAE, but the JSC license is one of the few onshore retail trading permits available in the Levant.
The Jordan tennis deal joins the broker's founding partnership of Dubai Basketball, signed last September ahead of the club's EuroLeague debut, in a sponsorship lineup that now spans three sports across two countries.
