Southeast Asia-Focused FXPRIMUS Confirms Deal to Sponsor Melbourne City FC
Sporting sponsorships continue to be one of the ways to build a stronger brand for foreign exchange brokers with FXPRIMUS
According to a company announcement, FXPRIMUS has just become the latest brokerage from the foreign exchange industry to join the ranks of those looking to build a brand using sport sponsorships in Australia.
The company has just revealed a deal with Melbourne City Football Club for 3.5 years, making FXPRIMUS Melbourne City FC’s Official Online Forex Trading Partner. The club is in the mid range of the Australian soccer championship, the A-League. The club is a relatively young one, having been established in 2009 in the city of Melbourne.
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The agreement comes as part of the deal which the company signed with Manchester City earlier this month. The British team owns Melbourne City FC.
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The brokerage is licensed in New Zealand and Mauritius and operates mainly on the Southeast Asian market. For a number of foreign exchange brokers, brand recognition has become a task which requires not only online efforts.
Throughout the past couple of years offline sponsorships of sports clubs and events has become somewhat of a trend in the industry. Companies have been choosing different sports and regions to establish their presence and build credibility with co-branded websites.
Last year, forex brokers delved deep into this territory with IronFX signing a multi-million euro deal with Barcelona, Derby County, while binary options brokers EZTrader and 24option engaged in partnerships with Dutch, German and Italian football clubs to boost their branding.
Thanks for the news but how much was the deal worth?
I think we have run out of football teams to sponsor!
Is there anyone left in FX marketing departments who have an ounce of originality left?
@paul – what would you do differently? make me a sale
Sports that remain untapped that are relevant to FX companies would be rugby (rugby world cup year so relevant ) attracts lots of correct demograph in key markets like Australia and South Africa. Also Golf is relevant for Asia markets and Pan European TV channels like Eurosport that is used by Plus500. High profile ambassadors can also do a good job to promote the brand from sports and entertainment worlds. MotoGP is also interesting (speed, technology, 20 global race events) …….lots of options to explore that are not just football related.
OK Mr Brokerage, here is my shot at the title! I first wrote a long response but it really boils down to this…. a) Be fair to clients in their trading activity. b) Pay them back fast. c) Don’t screw the IB. With this, you will get what is known as a ‘great reputation’. This is not a commonly known thing in the industry, but it leads to repeat and referral business like you could never believe! You will hear marketing people boring you to death about branding, and all the latest buzz phrases out there, but if you treat… Read more »
@paul – Thank you for your input. So basically you are telling me I don’t need a CMO?
Essentially no my friend.
Just a healthy moral compass and a greed tolerance, and you will have a long and sustainable business.
I would be interested to know in your opinion. Has marketing ever had a positive outcome on your bottom line?
I interpret this as, a marketing person undertook a project with no intervention by sales staff etc and it increased your revenue. I have never seen it myself.