Axi Expands Sponsorship Portfolio with DP World Tour Partnership
Online trading broker Axi has entered professional golf for the first time by becoming the Official Online Trading Partner of the DP World Tour. While the financial details and duration of the contract were not made public, the agreement expands Axi’s sports marketing footprint beyond its traditional focus on football.
Key Activations and Strategic Fit
As part of the deal, Axi secures branding rights across select DP World Tour events and the tour's official digital channels throughout the season. Key highlights of the partnership include:
- Interactive Fan Engagement: Axi will power a re-branded version of the tour’s fantasy golf platform, Fantasy DP World Tour Powered by Axi.
- Hospitality and Networking: The broker gains access to VIP hospitality and corporate networking across the tour’s international venues.
- Target Audience: Leaders from both organizations highlighted the synergy between golf and trading. Axi CEO Rajesh Yohannan noted that both rely heavily on discipline, preparation, and tight margins, while DP World Tour CEO Guy Kinnings pointed to the tour's "affluent, financially savvy" fan base as an ideal fit for targeted campaigns in Axi’s priority markets.
A Growing Trend in Trading Sponsorships
While retail trading brokers have historically focused sponsorship budgets on football, many are branching out into golf and motorsport. However, Axi's partnership stands out because it covers an entire international circuit rather than an individual athlete or standalone tournament.
Axi notes that it is the first online trading firm to partner directly with a professional golf tour. Other recent industry moves include KCM Trade sponsoring Australian golfer Enshan Hooi for his 2025 season, and eToro expanding across multiple sports by partnering with the BWT Alpine Formula One Team and several French football clubs.
Building on a Football Foundation
This new deal builds on Axi’s established sports marketing portfolio, which began in 2020 through a major agreement with Manchester City FC coinciding with the broker's rebrand from AxiTrader.
Axi later extended that deal in 2023 to include Manchester City’s women’s team and featured key players—such as brand ambassador John Stones—in campaigns for products like Axi Select. Axi's global football portfolio also includes regional partnerships with Spain's Girona FC and Brazil's Esporte Clube Bahia.