Leverate, a provider of brokerage solutions for the financial services industry, has entered into a new sports partnership with German Bundesliga football club, Hertha Berlin. The deal will allow Leverate to enjoy a significant amount of brand exposure and fan engagement opportunities across the region.
The news comes barely a month after the German Bundesliga football club signed online betting and gaming operator, Betway as its newest commercial partner.
Although the specific details of the sponsorship agreement were not disclosed yet, securing the ‘official partner’ status often includes a presence on official club advertising materials and joint digital campaigns. By adopting the German tournament logo across its marketing platforms, Leverate will be able to enhance its brand profile.
Founded in 1892, Hertha BSC is a founding member of the German Football Association and won the German championship in 1930 and 1931. The club is known as Die Alte Dame in German, which translates to ‘The Old Lady’.
The full financial terms were not officially disclosed, but according to some industry estimates Leverate is set to pay six figures a year for such a luxury.
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The agreement marks a first foray into sports sponsorship for Leverate, which is specializing in brokerage solutions.
Sports sponsorship has long been a way for businesses to extend their global reach. In recent months, there were also numerous sponsorship deals connected with lower-profile sports, including chess and e-sports.
As previously analyzed by Finance Magnates, there is a direct correlation between the target markets of sports organizations and clubs, and FX and CFD brokers. The ROI achieved from such partnerships appear to induce a lucrative ROI for global brokers.
Leverate has been revamping its management team to expand its EU operations. In mid-2019, the company appointed Alkis Hilton as CEO and Executive Director for its Cyprus branch. The hire came shortly after the resignation of Leverate’s former CEO, Yasha Polyakov, who relinquished his role after nearly two years. Polyakov was succeeded by the co-founder and former CEO of Leverate, Ran Strauss, who returned to the same position he held with the company during its early days.