Football sponsorships in the Forex industry have been on the rise in recent months, as it seems that a number of brokers are capitalizing on the increase in activity given the right partnership. GKFX is the latest brokerage to successfully strike a partnership deal with a major football club.
Italian AC Milan owned by none other than former Prime Minister Silvio Berlusconi has signed a three-year deal with the FCA (Financial Conduct Authority) regulated broker. The deal involves the online use of the AC Milan logo and will possibly spread into campaigns using some players' names for advertising and a co-branded website.
Market sources estimate the deal's worth close to €1 million
Market sources estimate the deal's worth close to €1 million ($1.1 million).
Reporting its figures for the first half of 2015, Swissquote was the latest brokerage to highlight its successful football partnership with Manchester United. This should come as no surprise as the U.K. club has been a very successful and recognizable name across the world with numerous successful seasons in the U.K. Premier League and in the Champions League.
The performance of AC Milan in recent years has not been on par with the club's glorious past. The team finished 10-th in the Italian Serie A, but despite this still has a loyal worldwide fan base. The club is not participating in any European tournaments this year due to its poor performance on a local level.
We will be delivering a number of key initiatives over the coming months
With 24option sponsoring the standing Italian champion, Juventus, the Italian Serie A will provide a sort of rivalry between brokers in the industry sponsoring different teams.
The CEO of GKFX Serkan Arli, elaborated on the partnership, "We plan to continuously celebrate our partnership with AC Milan, a significant and historical football club, with a global and incredibly loyal fan base, by delivering a number of key initiatives over the coming months. I am confident that this strong partnership will result in a bright success, enhancing both our brands and presence in respective markets."
The Italian team is going on a Chinese tour in the coming weeks, which is a testament to the global reach of the AC Milan brand.
Commenting on the announcement, the controversial CEO of AC Milan, Silvio Berlusconi's daughter, Barbara Berlusconi said, “We are delighted to welcome GKFX as our first ever partner in the online FX trading sector. Our objective has always been to partner with companies that are consistently competing at the highest level and we look forward to a mutually beneficial relationship.”
Mrs Berlusconi has been continuously doubted by the club's fans as competent enough to carry out her duties ever since her appointment to the Board of Directors by her father Silvio.
"This demonstrates the ongoing appeal of football as a Marketing platform for brands in the FX industry," said Lee Goldwater of Sports marketing experts SPORTFIVE, who broker FX Trading Partnerships with premium sports properties.
"Whilst we have seen that the majority of investment is currently routed in to the English Premier League due to its unrivalled global coverage, major European football clubs that have international fan bases also offer a strong communication platform. As well as their ability to drive significant brand awareness for their partners, aligning with these clubs can also build credibility among a global customer base, which is key in an online industry where customers deposit their own funds," Goldwater added.
