Publicly listed fintech company XTB (WSE: XTB) has announced a strategic partnership with heavyweight boxing star Tyson Fury ahead of his highly anticipated rematch against Oleksandr Usyk.

XTB Forms Strategic Alliance With Tyson Fury Ahead of Saudi Rematch

The collaboration comes as Fury prepares for the December 21 showdown at Kingdom Arena in Riyadh, Saudi Arabia, where he aims to reclaim the undisputed heavyweight title. The match, expected to draw massive global viewership, follows their epic first encounter in May that attracted 560 million viewers across 137 countries.

“I'm coming back to reclaim my throne,” said Fury, whose social media presence reaches over 10 million followers. “I’m proud to have XTB in my corner for a fight that fans around the world can’t afford to miss.”

The partnership extends beyond the upcoming fight, with XTB securing prominent logo placement on Fury's boxing shorts and team outfits through 2025. This alliance adds to XTB's broad roster of personalities from the fighting world, which includes Conor McGregor, a multi-weight UFC champion, and the collaboration with the UAE Boxing Federation.

“As a global brand, we strive to engage in the world's foremost sports events that showcase our leading market position, extensive reach, and business goals,” said Omar Arnaout, CEO of XTB. “This highly anticipated rematch will capture the attention of sports fans around the world, and I am excited that we will be part of it.”

Marketing Through Sport

The deal represents a long-term vision of XTB's marketing strategy. The fintech company, which provides online investment services to over 1.21 million customers globally, has been actively expanding its market reach through high-profile sports partnerships.

This effort began about a decade ago when XTB sponsored the Vodafone Mercedes F1 racing team. At the time, it was one of the first FX/CFD providers to invest in sports partnerships as a method for enhancing brand recognition.

This approach is now employed by multiple brokers, and XTB’s portfolio of collaborations is noteworthy. In September 2024, for example, the company partnered with Zlatan Ibrahimović, a well-known figure in international sports.

Earlier, in 2023, Iker Casillas—regarded as one of the greatest goalkeepers in history—joined XTB as a brand ambassador. This relationship with the publicly listed investment firm and the former Spanish national team captain reflects XTB’s long-term marketing strategy.