Sports partnerships are still growing within the trading industry, with no sign of any let up thus far, and it’s easy to understand why. The multi-regulated Forex broker XM.COM today announced through an official statement that it has concluded a sponsorship deal with the Jamaican sprinter Usain Bolt, the fastest human ever timed.
Neither the full financial terms nor the duration of the deal have been disclosed, but we can guess it’s not a small figure since Bolt’s sponsorship portfolio includes several global partners, including six-figures deals — the most lucrative being with Puma, from which he will he earn more than $10 million each year until 2025.
Bolt also boasts endorsement deals with Gatorade, Hublot, Virgin Media, Visa, and Nissan Motors and even has his own character in the Temple Run gaming franchise.
By signing the partnership, XM.COM targets new clientele that are mainly fans of athletics and marathons sports. Given the popularity of the track star, the broker aims to achieve better exposure within Europe, where Bolt has a much higher profile than any other region.
Lightning Bolt
Usain Bolt is not XM’s first venture into the sports partnership realm. The broker announced in March a partnership with Al-Nassr FC, the third most successful football club in Saudi Arabia.
Bolt has amassed six individual gold medals and three team golds since 2008 at the Beijing, London, and Rio de Janeiro Olympics. He also holds the world record in both the 100 meters and the 200 meters. His achievements in sprinting have earned him the media nickname "Lightning Bolt", while his relentless success has amassed a fortune in prize money and sponsorship deals.
Commenting on the partnership, Usain Bolt said: “I’m happy to enter into a partnership with award-winning Forex and CFD broker XM. XM and I have similar brand values and aim to be the best at what we do. Their reputation has helped them to become an industry leader. Similar to XM, my focus has always been to be the fastest.”
Chris Anthony Zacharia, Marketing Director of XM Group, added: “I cannot describe what it means to have the fastest man ever to walk on this planet as our brand ambassador. What I can say is that we as XM feel privileged. We are aligned and focused on the same principles simply in different arenas. In the same way Usain’s speed and passion has made him the man he is today, speed and passion has made XM the brand it is today.”
