In today’s hyper-competitive digital economy, online trading platforms are no longer relying solely on performance marketing to attract users. They’re going bigger, bolder—and increasingly, they’re going sporty.
From the roar of football stadiums to the high-octane glamour of Formula 1, trading brands are investing heavily in sports sponsorship as a strategic brand-building tool. And the data backs it: according to new industry analysis, the sector has tripled its sponsorship spend since 2019—reaching an estimated $183 million in the 2024/25 season alone.
But what’s behind this surge?
Sport as a Strategic Funnel
For trading platforms, sports isn’t just about eyeballs—it’s about engagement, credibility, and trust. “Sponsorship is no longer just a logo play,” explains a leading industry executive. “It’s a full-funnel strategy—from awareness at kickoff to conversion on the app.”
Top-tier platforms like eToro, Robinhood, and Swissquote are now household names to many sports fans—even if not every fan understands the intricacies of trading stocks, crypto, or commodities. Why? Because these brands are showing up where fans are most passionate—on shirts, trackside hoardings, and digital matchday assets.
On average, the top 10 trading sponsors are reportedly spending $11 million per year, making this one of the fastest-growing verticals in the sponsorship economy.
The Beautiful Game: Football Leads the Charge
It’s no surprise that football is the prime target.
Nearly 60% of all trading-related sponsorship spend in sport is funnelled into football—with a huge portion focused on Europe’s “Big Five” leagues: the Premier League, La Liga, Serie A, Bundesliga, and Ligue 1.
But it’s England’s Premier League that stands out. It now commands 44% of all football spend from online trading brands, a 10% jump from last year. This reflects both the league’s global reach and its commercial maturity.
What’s even more interesting is the timing. The Premier League has announced that gambling companies will be banned from front-of-shirt sponsorships starting in the 2026/27 season. That means a large number of top-tier clubs will be shopping for new partners—opening the door for online trading brands to step in and own the front-of-shirt real estate.
Companies like eToro, already aligned with clubs like Everton and Crystal Palace, are well-positioned to fill the void.
“Football fans come from every walk of life—just like investors,” said one marketing leader at a top trading firm. “Sponsorship allows us to connect, educate, and empower millions who might not otherwise engage with investing.”
Entering the Fast Lane: Formula 1’s Appeal
Beyond football, trading platforms are shifting gears—literally—into Formula 1.
In just a few years, the number of F1 teams partnered with trading companies has leapt from 2 to 7. Brands like Coinbaseare doing more than just attaching their name—they’re innovating the sponsorship model itself. In a recent deal with Aston Martin, Coinbase even paid sponsorship fees entirely in cryptocurrency.
By aligning with F1, brands tap into an elite, global, tech-savvy audience—making it a perfect fit for platforms looking to establish themselves as premium, forward-thinking financial tools.
Analysts now predict that every F1 team could have a trading partner by 2026, a sign that this trend is still accelerating.
What’s Next?
As financial services become more digital, more mobile, and more consumer-facing, the role of brand will only grow in importance. Sports sponsorship delivers not just reach, but frequency, trust, and aspirational value—the perfect mix for fintech disruptors seeking mass relevance.
For online trading platforms, the message is clear: sponsor smart, scale fast, and build where passion lives.
SOURCE: Insider Sport
