The Danish broker, Saxo Bank has entered the sports arena through its latest sponsorship deal with the United Kingdom’s professional rugby union team, Harlequin F.C.
The sponsorship deal came after Saxo completed 30 years in the trading industry earlier this month. The company was established in 1992 and has become a prominent brand in the trading sector.
“We are delighted to announce this partnership which we envisage growing further with time,” said Saxo’s UK CEO, Charles-White Thomson. “It is a pleasure to partner with a rugby team with such [a] rich pedigree and a track record of winning.”
Under the terms of the deal, Saxo’s branding will be displayed across Twickenham Stoop, the official stadium of the Harlequin team. However, neither of the parties revealed the financial terms of the deal.
Rugby and Brokers – A New Match?
Harlequin FC was established in 1866 as Hampstead Football Club and rebranded in 1870. The team plays in top rugby leagues in England and Europe and holds several trophies.
When it comes to sponsoring sports, football remained the top choice of brokers. But, recently there has been a growing popularity of tapping the rugby fans as well. CMC Markets recently extended its deal with New Zealand’s professional rugby team, Blues for three more years. eToro, which is sponsoring nearly a couple of dozen big and small football teams, is also promoting its brand with Rugby Australia. Other firms like IC Markets and Tiger Brokers have inked deals with rugby teams.
However, the popularity of rugby is regional and does not attract global eyeballs like football. Twickenham Stoop itself has the capacity of accommodating only around 14,800 spectators, compared to Old Trafford’s 74,310.
All the brokers teaming up with rugby teams are looking to strengthen their brands to a regional potential client base.
While Saxo does not have big-ticket football sponsorships like eToro, Libertex or Plus500, the broker promoted its brand earlier with Tour De France, the top cycling race. Additionally, it sponsored Renault and Lotus teams in Formula One.
Meanwhile, the broker is evaluating the possibilities of going public in Amsterdam through a merger with a blank-check company.
