Capital.com, a London-headquartered retail broker, has expanded its presence in sports through its latest partnership with James Storm Carew, a world-renowned kiteboarder.

Capital.com Enhances Sports Marketing

The deal came ahead of a new kite surfing season when the niche water sport of kite surfing attracts global eyeballs. The 'big wave season' in Nazaré, Portugal, runs between October and April when top surfers around the world gather in the small village to ride the waves.

"Kitesurfing is all about taking calculated risks," said Kypros Zoumidou, the Chief Commercial Officer at Capital.com. "Skill is a huge part of the sport, but equally important is being intuitive to your surroundings and always being positioned to catch the next big wave that will test your limits and help you realize your full potential — which is why this sport is a perfect fit for Capital.com."

Under the agreement, Carew's team has been rebranded as the Capital.com Ocean Adventure team, which will receive equipment and gear to participate in the world tournaments.

Australia-born Carew, a 23-year kite surfer, has eleven years of kite surfing experience. Additionally, he is a two-time world champion kitesurfer.

"It's a pleasure to be supported by an organization that shares my values and takes pride in supporting athletes who want to achieve more and go beyond. I'm excited, and I can't wait to start the next season with Capital.com," said Carew.

Brokers Are Interested in Niche Sports

The latest deal between Capital.com and Carew marks another sports-sponsorship deal by a broker outside of popular football. Though football still attracts big-ticket deals, many brokers are now partnering with regional sports teams for marketing. The demand for women's team partnerships has also grown significantly.

Recently, FX/CFDs broker Trade Nation partnered with two domestic English cricket teams, Hampshire Cricket, and Southern Vipers. In addition, Pepperstone partnered with Geelong Cats, a popular Australian football team in the country's top league.

Other deals outside of football are RoboMarket's deal with the Limassol-based AEL women's volleyball, ICM.com's branding on the boat of France SailGP Team, Saxo Bank's sponsoring of United Kingdom's professional rugby union team, Harlequin FC, and CMC Markets is backing New Zealand's professional rugby team, Blues.