Until recently, it was more or less unheard of for FX firms to invest large sums of their advertizing budget in the highly expensive medium that is sports sponsorship.
Whilst this type of commercial advertizing is highly costly, it is very high profile and in the case of British Premier League football, comes with more than a degree of kudos.
The latest FX company to sign a sponsorship deal with a world renowned soccer team is GAIN Capital, today announcing that the American FX company will sponsor Britain’s Manchester City Footall Club on an official basis.
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Earlier this year, rival company Alpari sealed a sponsorship deal with compatriate football team West Ham United Football Club, marking the first of such high profile sponsorship deals this year.
FxPro however is a relative veteran of the sports advertizing scene, having embarked on a series of such ventures in recent times, spending approximately $20 million per year according to Forex Magnates research.
Thus far, the company has secured one Premier League deal with Fulham Football Club, the markings being present on the shirts of Fulham Football Club’s players, and another to sponsor Aston Villa Football Club’s strip.
In addition, FxPro sponsors two Formula 1 motorsport teams, with both the Virgin and Sauber entrants bearing FxPro livery, and is a naming rights partner to Australian Super Rugby as well as being the official partner of the Asian Champions League Football.
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As part of this particular partnership, FOREX.com, the retail division of GAIN Capital, will create exclusive behind-the-scenes content of one of the world’s most famous sports franchises, providing an insider’s view of how the club is run via the players, business operations and backroom staff.
Premier League football is such a lucrative and high ticket value industry these days, that it is not uncommon for such deals to take place on an international level, this being no exception.
Manchester City Captain Vincent Kompany along with the football club’s Chief Commercial and Operating Officer Tom Glick were joined by GAIN Capital’s Regional Director Shane Braunstein at the partnership announcement event today in Hong Kong, in conjunction with Manchester City’s pre-season Tour of Hong Kong.
GAIN Capital Chief Marketing Officer, Samantha Roady welcomed the sponsorship deal today by issuing a corporate statement: “We are extremely pleased to partner with Manchester City. ”
“Besides being one of the most prestigious football clubs in the world, they are leading the way in digital innovation among sports brands. As an online business, we are excited by the opportunity to work closely with Manchester City to explore innovative ways to leverage our respective digital and social media presences to build our brand among football fans across the globe.”
Tom Glick, Chief Commercial & Operating Officer for Manchester City Football Club, added: “GAIN Capital and Manchester City are both leaders in their respective fields. Our partnership is rooted in the recognition that the fundamental elements of success in football and trading are the same: strong preparation and superior execution.
Mr. Glick concluded that “GAIN’s plans to leverage this connection are unique in sports sponsorship and we look forward to working with them.”