Multi-asset broker HFM has struck a multi-year partnership with Arsenal, becoming an Official Global Partner of the north London side.
“This partnership marks an exciting milestone for HFM as we align with one of football’s most iconic clubs,” Efthymios Mesis, Chief Marketing Officer at HFM, said.
The agreement grants the broker matchday branding at Emirates Stadium and exposure across Arsenal’s digital ecosystem, including its recently launched media platform.
It also opens the door to player-led campaigns and fan-facing experiences, expected to roll out later this year.
HFM itself is a product of the industry’s gradual repositioning. Formerly known as HotForex, the firm rebranded in 2022 to reflect a broader suite of products beyond foreign exchange.
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Brokers Are Racing to F1
Football, once the default choice for branding exposure in the industry, is no longer the sole arena of interest.
An increasing number of brokers, including IC Markets, AvaTrade and Vantage, have turned to Formula One.
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Formula One’s own numbers tell a clear story. In the first half of 2025, China accounted for 221 million fans, a year-on-year increase of 39%, and the sport is thriving in Latin America and the Middle East – all key regions for retail brokers.
Still, the sums involved are not trivial.
According Marios Chalis, Chief Marketing Officer at Libertex, which sponsors now-Audi’s F1 team (previously Kick Sauber), even lower-tier Formula One sponsorships can command around US$5 million.
Others have framed the shift in more strategic terms.
Peter Aust, COO of FxPro, described the broker’s long-standing McLaren Formula One partnership as a response to the sport’s evolving audience.
“As the popularity of trading continues to expand globally, aligning with a sport and a team that is simultaneously growing younger and more diverse directly supports FxPro’s long-term growth ambitions,” he said to Finance Magnates.
