Axi becomes DP World Tour's first online trading partner

Axi has been named the Official Online Trading Partner of the DP World Tour, becoming the first online trading company to partner with a professional golf tour.

The agreement gives the trading provider a presence at selected DP World Tour events and across the tour's digital channels during the season. It forms part of Axi's broader international sponsorship strategy as it seeks to raise its profile in key markets.

The deal links a retail trading brand with one of golf's global competitions at a time when brokers are increasingly turning to sport to reach potential customers. For Axi, the partnership offers exposure to the tour's international audience as competition in online trading remains intense.

Axi provides trading services in foreign exchange, indices, commodities and digital assets, and says it serves clients in more than 100 countries. It operates under the Axi brand across multiple entities within the group.

The arrangement will also include Fantasy DP World Tour Powered by Axi. Financial terms were not disclosed.

Sponsorship push

Sports partnerships have become a common marketing route for trading and financial services brands seeking broader name recognition. Golf, with its international schedule and affluent audience, has attracted interest from companies targeting investors and higher-income consumers.

Rajesh Yohannan, Chief Executive Officer at Axi, said the company saw a close fit between the sport and trading.

"Golf and trading share the same DNA: success comes down to preparation, discipline, and the fine margins that separate good from great. That's what Axi's Edge is all about. Partnering with the DP World Tour - a truly global Tour with a truly global audience - allows us to tell that story on one of the biggest stages in sport. We're proud to be the first online trading company to partner with a professional golf tour, and we can't wait to bring fans and our clients closer to the game through innovations like Fantasy DP World Tour Powered by Axi," said Rajesh Yohannan, Chief Executive Officer at Axi.

The DP World Tour said the tie-up gives Axi access to an audience it sees as attractive for its marketing efforts. It also highlighted the geographic spread of its events and spectators.

"Axi are a global platform with big ambition, and we're delighted that they have chosen the DP World Tour for their first partnership in golf. Our audience is affluent, financially savvy and come from all four corners of the globe-giving Axi the perfect marketing platform to build from. Together, we will create compelling multi-channel brand campaigns and networking opportunities that elevate their presence in priority markets as we travel around the world each season," said Guy Kinnings, Chief Executive Officer at the DP World Tour.

The partnership adds to a broader trend of financial trading brands using sport to build visibility beyond traditional advertising. Similar deals have appeared across football, motor racing and other global sports as firms seek new routes to retail audiences.

For the DP World Tour, the agreement brings in a partner from a category not previously attached to a professional golf tour in this way. For Axi, it marks a further step into sports marketing as it expands its international brand activity.

Axi said it combines trading technology, education and partnership initiatives as part of its offering to clients worldwide. It says it supports traders in more than 100 countries.