Australian FX broker Pepperstone today announced that it has concluded a sponsorship deal with the Aussie football team Geelong Football Club, nicknamed the Cats, that entails sponsorship rights and other marketing benefits.
The multi-year arrangement runs from this year and names Pepperstone as the Cats’ official online financial trading partner. The partnership will see the brand appear across matchday signage in the player’s warm up area, across LED screens at all home games and static signage at GMHBA Stadium. The full financial terms were not officially disclosed.
The Cats is a professional Australian rules football club based in Geelong, Victoria. The club is the second oldest club in the Australian Football League (AFL), the sport’s premier competition, after Melbourne.
Established in 1859, the team is one of the oldest football clubs in the world and was the 2022 reigning premiers.
Pepperstone is a multi-regulated forex brokerage firm. In addition to its ASIC authorisation, the company’s other subsidiaries hold licenses from the Dubai Financial Services Authority (DFSA). Grmany’s BaFin, the UK FCA, and also has several representative offices in other countries.
The Cats sponsorship is the latest example of a growing trend of football clubs signing up FX brokers as they seek to gain an edge in player trading. Sports sponsorship have long been a way for businesses to extend their global reach.
These deals are also more standard sponsorship deals with more widely followed sports, such as football and rugby. In recent months, however, there were also numerous sponsorship deals connected with lower-profile sports, including chess and e-sports.
Since this practice has been established as a trend, sports sponsorships, especially of popular sports celebrities, are still a preferred marketing strategy by brokers operating in the online retail Forex and crypto business.
Regarding how effective such sponsorships are, it may be difficult sometimes to track related metrics in order to measure the results and overall campaign success. Nonetheless, there are almost always intangible benefits, that cannot necessarily be measured but nonetheless affect the bottom-line.
In addition, such sponsorships are often a mutually beneficial partnership. The sponsored team gains financial benefits, which could prove to be an alternative income source, especially with increasing numbers of big sponsors reducing the scope of their activities. At the same time, brokers benefit from raising brand awareness and exposure while conveying a message of strength to existing and prospective customers.
