EC Markets Enters Anfield: Inks Multi-Year Sponsorship Deal with Liverpool FC

EC Markets has entered the football field by signing a multi-year sponsorship deal with Liverpool FC, the club that won the domestic league last season. Announced today (Wednesday), the deal has earned the broker the status of the football club’s “Official Global Partner.”

The deal came weeks before the start of the new playing season, which will kick off on 16 August with Liverpool playing Bournemouth.

Branding Across Liverpool’s Home Stadium

Under the terms of the deal, the EC Markets brand will appear across the club’s home stadium, Anfield, including pitch-side LEDs and digital ad boards. Opened in 1884, Anfield is one of the iconic football stadiums in the UK, with a seating capacity of almost 62,000.

Furthermore, the CFDs broker brand will also benefit from Liverpool’s online presence through digital channels. It will have access to player rights for advertisements.

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Any mention of EC Markets on Liverpool’s social media handles would expose the CFDs brand to tens of millions of fans, if not more. Liverpool FC has 51 million and 48.3 million followers on Facebook and Instagram, respectively, along with another 24.8 million followers on X (formerly Twitter). It also has 11.6 million subscribers on YouTube.

Liverpool FC is among the most successful football clubs in the UK and worldwide. It has won the top domestic championship 20 times and lifted the pan-European cup six times.

EC Markets is also set to benefit from the English Premier League’s popularity. According to official statistics, about 33.9 million viewers in the UK have watched live matches and the BBC’s Match of the Day highlights, equal to 55 per cent of the total UK TV audience.

About 1.87 billion people globally follow the Premier League, interacting at least once a week through media. The league’s and the football club’s reach will help boost the EC Markets brand around the world.

“With hundreds of millions of fans worldwide, this partnership will generate global exposure for EC Markets,” said Ben Latty, Chief Commercial Officer at Liverpool FC.

The financial terms of the deal, however, remains unknown.

Read more: How Much Fancy Sport Sponsorships Actually Cost?

CFDs Brokers’ Love for Football

Football has always been one of the most sought-after sports for CFDs brokers. Several top brands in the industry have been promoting their names on football fields for years.

According to Sportquake, retail trading brands spent $86 million on football sponsorship deals last season out of a total of $183 million in sports deals. Among CFDs brokers, Swissquote was the highest spender, with $15 million worth of sports deals, followed by eToro and Plus500, at $10.7 million and $10.5 million, respectively.

Despite some high-value deals, most brokers prefer global or regional “official partner” deals with football clubs. Sportquake’s CEO, Matt House, further pointed out that “these are entry-level sports sponsorships and, depending on your brand objectives, provide many useful marketing tools—especially for growing, ambitious, multi-market, digital-first fintech businesses.”

Meanwhile, the Liverpool FC deal is not EC Markets’ first move into sport. The broker had already made professional snooker player Judd Trump its brand ambassador in early 2024 and renewed the deal earlier this year.