Polish investment app XTB has signed on as Global Trading Partner of SSC Napoli for the 2025/2026 and 2026/2027 seasons, the companies said today (Tuesday), adding Italy's reigning league champions to a sports sponsorship roster that now spans football, MMA, basketball, tennis and boxing.

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Poland's XTB Adds SSC Napoli to Sports Sponsorship Portfolio

The deal gives the Warsaw-listed fintech (WSE: XTB) exposure across Napoli's digital channels, stadium events and fan activations, according to the joint statement. Financial terms were not disclosed.

To mark the launch, XTB said it will offer a free share to new Italian customers who register using the code "BENVENUTO," though the company did not specify the value of the share or the duration of the promotion.

Omar Arnaout, chief executive at XTB, said the tie-up is aimed at what he called "nurturing investors' mindset among Napoli's global fan community."

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The deal also carries a quieter domestic angle for XTB. Napoli has built a sizable following in Poland largely on the back of Piotr Zieliński, a long-serving Poland international who spent eight seasons at the club, scored around 40 goals and made close to 300 appearances before leaving in 2024.

Italy Moves Up the Priority List

Italy is one of the handful of European markets where XTB already runs a fuller product shelf than pure CFDs, having rolled out fractional shares and passive Investment Plans to local clients. The country also sits inside the regional marketing remit of Zoe Gralinska-Sakai, who joined XTB from Revolut in February as Head of Regional Marketing for the UK, France and Italy, a hire that signaled the Polish firm intended to spend more aggressively in those three markets.

The Napoli deal lands at a moment when XTB is competing for European retail flows against Interactive Brokers, Robinhood, Trade Republic and eToro, all of which have either stepped up hiring on the continent or added products tailored to local investors over the past 18 months.

In its home market, XTB closed 2025 with roughly 33% of all securities accounts registered with Poland's central depository, according to KDPW data, but management has made clear that future growth has to come from abroad.

For Napoli, the partnership is part of a push to monetize a fan base the club estimates ranks in the top four in Italy by size. The Neapolitans won the 2024/25 Scudetto and hold four Serie A titles overall, six Coppa Italia trophies, one UEFA Cup and three Italian Super Cups, the most recent of which was lifted in December 2025. The club will mark its centenary on August 1, 2026.

Tommaso Bianchini, general manager for the business area at SSC Napoli, added the partnership "fits naturally into the Club's international growth strategy" and would generate new engagement through digital activations and matchday experiences.

Brokers Keep Chasing Serie A

XTB is far from the first retail trading brand to bet on Italian football. eToro tied up with eight Serie A clubs for the 2021/22 season, covering Bologna, Cagliari, Genoa, Sampdoria, Sassuolo, Spezia, Udinese and Hellas Verona, before extending its European football footprint to the Premier League, Bundesliga and, most recently, four Ligue 1 clubs in France. Plus500 signed a three-year front-of-shirt deal with Atalanta BC in 2020, and CAPEX.com partnered with Juventus the same year.

The Italian appetite has spilled well beyond CFD houses. Crypto exchange Gate.io became sleeve sponsor of Inter Milan in 2024, while Polish exchange zondacrypto signed with Juventus the same year.

In February 2026, Ultima Markets became an Official Regional Partner of Inter Milan for Asia, its first major sports sponsorship after picking up an FCA licence in the UK. Cyprus-regulated XTrend linked up with ACF Fiorentina in 2022.

Sports Spend Keeps Climbing

The Napoli agreement adds to what has become one of the most expansive sports sponsorship portfolios in the retail brokerage industry. XTB's 2025 marketing bill rose 69.6% to PLN 584.9 million, according to the company's annual report, with online spending alone more than doubling to PLN 405 million.

The broker's combined MMA footprint now includes KSW in Poland and OKTAGON across Central Europe, while its roster of ambassadors features Zlatan Ibrahimović, Iker Casillas and Conor McGregor. In December 2025, XTB also signed on as FIBA's Global Partner through 2027, covering both the Women's Basketball World Cup 2026 in Berlin and the men's tournament in Doha the following year.

Just last week, FinanceMagnates.com also reported that XTB had become a sponsor of FIBA and will be one of the main sponsors during the Basketball World Cups this year and next.

The payoff for that spend, at least in client numbers, has been steep. XTB ended 2025 with 2.16 million total clients, up from 1.36 million a year earlier, having added 864,286 new accounts during the year, a 73% jump over 2024. Profitability, however, has come under pressure. Profit per lot fell 21.8% to PLN 215 in 2025, and the net profit margin contracted from roughly 46% in 2024 to around 30% last year, a shift that has weighed on the share price through the early part of 2026.