Differentiating factors in the common field of sports sponsorships. Industry secrets unveiled – Part 1

Helen Astaniou

It’s safe to say that the forex industry is now saturated with football sponsorships. Forex firms across the globe are using these sponsorships as an avenue to communicate with fans who are passionate about their team, as well as ascertaining a brand position within the FX industry and gaining return on investment (ROI). Whilst the […]

Differentiating factors in the common field of sports sponsorships

It’s safe to say that the forex industry is now saturated with football sponsorships. Forex firms across the globe are using these sponsorships as an avenue to communicate with fans who are passionate about their team, as well as ascertaining a brand position within the FX industry and gaining return on investment (ROI).

Whilst the commonalities between football and forex aren’t so obvious, metaphorical factors such anxiety, expectation, exhilaration and success are commonly shared when a goal is scored or when closing on a profitable trade. And what does football sponsorship say about a broker? It says to potential clients “we are a credible player on the forex field”, “we have a playful side, just like you” and perhaps most importantly “we can open up doors for you”.

How widely the broker can open that door of opportunity, of course, depends on the level of the agreement that the broker has with the football team. Some brokers have minimal contractual rights such as artwork privileges allowing them to post restricted images of popular football players… in some places… sometimes.

brokers have a plethora of rights ranging from VIP hospitality boxes in stadiums to social media rights, as well as direct access to fans and players alike. The unique application of such assets is how FXPRIMUS chooses to differentiate itself.

Football fans are interested, surprisingly enough, in football! And introducing the somewhat complex concept of trading to them is a genuine challenge. Don’t believe anyone who says otherwise. So we have tasked ourselves to talk to the fans and traders through unique and engaging activities that will pique their interest in forex.

FXPrimus

Without telling the fans themselves how to trade or what or when to trade – apart from that being a regulatory no no and against our brand ethos – we slowly introduce financial concepts to them through fun and exciting avenues.

For instance, as part of our ‘big brand strategy,’ last year we caught the eyes of the world by presenting our virtual reality interactive football booths at global financial events and giving away VIP tickets to see Man City play at the Etihad Stadium.

We have also given away Keyrings with secret codes for free trading accounts with pre-loaded deposits. And last week, we launched our most exciting global campaign yet – offering fans and traders the opportunity to meet their heroes through our ‘Meet Your MCFC Heroes’ campaign – never seen before in the FX industry.

We don’t say that we are the first to take on a football sponsorship, but we do say that we are distinctive in our approach to the ‘fusion of forex and football,’ as well as making our mark on the industry and the football fans themselves. All of this is indeed thought provoking. Especially with so many millions being given to the sports industry each year from the forex industry, perhaps more thought should be given to how such sponsorships are being utlilised.

This question applies of course not to just football sponsorships, but sponsorships of any kind. Maybe more brokers could consider shifting some of this marketing spend into their CSR activities – we are big believers, donating approximately USD 200,000.

In the meantime, football sponsorships are all the rage today and we continue to be their biggest fan – who knows what tomorrow will bring? Our traders will dictate the answer to this, but until then, don’t miss out, please join us in enjoying a sneak peak of MCFCheroes

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