In 2020, global online trading platform Axi entered into a multi-year partnership with Premier League powerhouse Manchester City. The objectives were clear from the outset: build brand awareness in untapped territories, deepen trust in established markets, and deliver unique value to clients and partners.
Five years later, the partnership is not just intact — it has become a central pillar of Axi’s marketing strategy, producing premium content, delivering one-of-a-kind experiences, and generating tangible returns on investment.
Cutting Through a Competitive Market
The online trading industry is fiercely competitive, with brands vying for attention in a crowded digital space. For Axi, the challenge was to stand out while appealing to a global audience. Partnering with Manchester City, a club with a truly international footprint and a track record of consistent success on and off the pitch, offered an opportunity to reach millions of engaged fans worldwide.
“In a highly competitive industry, we needed a strategy that would help us cut through the noise,” said Hannah Hill, Head of Brand and Sponsorship at Axi. “Our partnership with Manchester City has done exactly that.”
Delivering Measurable Value
Since the agreement was signed, Axi has leveraged the relationship to create a steady flow of high-quality branded content tailored to different markets. Campaigns have ranged from behind-the-scenes access and player-driven storytelling to educational resources connecting trading principles with football strategy.
The partnership has also unlocked premium experiences for Axi’s clients and partners — from VIP matchday hospitality at the Etihad Stadium to exclusive meet-and-greet opportunities with players and coaching staff. These activations have been more than just perks; they’ve become powerful loyalty and retention tools in key markets.
Global Reach, Local Relevance
One of the most significant benefits of partnering with Manchester City has been global reach without losing local relevance. The club’s popularity in regions such as Asia, the Middle East, and Latin America has enabled Axi to connect with potential customers in emerging markets while reinforcing trust in mature markets like Europe and Australia.
By integrating Manchester City’s image and ethos into marketing campaigns, Axi has been able to humanise its brand— shifting perceptions from a faceless financial services provider to a relatable, dynamic, and ambitious global player.
A Long-Term Play
Five years on, the Axi-Manchester City partnership demonstrates the value of strategic sports sponsorship when it’s more than just logo placement. For Axi, it has become a long-term investment in brand credibility, client engagement, and global expansion.
As both organisations continue to grow, the partnership stands as a case study in how aligning with the right sports property can deliver measurable business impact — and, in Axi’s case, help a brand become a recognised name far beyond its original markets.
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