A former LMAX executive has launched a sports Marketing consultancy firm for FX and cryptocurrency firms. Sunny Singh announced today that he will be the CEO of Van Hawke sports that aims to connect FX and cryptocurrency firms to athletes and sports teams through sponsorship deals.

The connection between FX firms and sports teams is nothing new. As Finance Magnates reported, AvaTrade set up a sponsorship deal with Manchester City Football Club this February. Just last week, Robert Ophele, the president of the Autorité des marchés financiers, a French regulator, spoke disparagingly about Plus500’s sponsorship of Atletico Madrid - a Spanish football team.

An industry first

FX companies may have been sponsoring different sports teams and individuals for some time, but Singh’s company is a first for the industry. Van Hawke will be the only company in the world that caters specifically to the FX and crypto sports sponsorship markets.

Commenting on his decision to start the firm, Singh said: “We are delighted to dedicate the services of Van Hawke Sports to the FX and Cryptocurrency communities. Never before has an agency of this type focused their expertise specifically to assist firms operating in such markets as dynamic and unique as these.”

Singh will launch Van Hawke having spent over a decade in the FX industry itself. Most recently he spent six years as a senior marketing manager for the LMAX Exchange , a London based multilateral trading facility for FX trading. Prior to this, he was Head of Marketing for Hantec Markets and ODL securities.