Brokers on the Football Field: How FxPro and Other Fintech Companies Sponsor European Clubs

Football is more than just a sport—it's a vast industry where sponsorship deals are playing an increasingly important role. While tobacco and beer brands once dominated kits and stadium boards, over the past 10–15 years, they've been steadily replaced by fintech players: bookmakers, crypto exchanges, and forex brokers. One notable example is FxPro, which entered the football world through major sponsorship deals with English clubs.

How the Sponsorship Landscape in Football Is Changing

In the 2000s, football clubs’ main partners were typically airlines, car manufacturers, and beverage producers. However, as digital finance evolved and trading gained popularity across Europe, a new wave emerged: forex brokers and crypto platforms began to join the ranks of sponsors actively.

This shift enables brands to reach mass audiences, as TV broadcasts, digital platforms, merchandising, stadium ads, and social media all contribute to long-term brand recognition. In return, clubs benefit from steady revenue and flexible contract terms.

FxPro: One of the First Brokers on a Football Jersey

FxPro was among the first forex brokers to step directly onto the football field. The company:

• Was the main shirt sponsor of Aston Villa from 2010 to 2013.
• Later partnered with Fulham FC, one of England’s oldest clubs;
• Also signed sponsorship deals with Watford and Monaco;
• Appeared not only on kits but also in stadiums, press zones, and digital banners;
• Since 2018, has been a partner of McLaren Racing in Formula 1 (a sponsorship still active in 2025).

“Football offers unique reach and emotional engagement. We choose partnerships that resonate with our international audience.”
— FxPro representative in an interview with UEFA, 2018

Why Fintech Companies Enter Sports

There are several reasons:

• Global reach. Clubs with international audiences are perfect channels for cross-border brands.
• Brand image and trust. Sponsorship boosts brand recognition and perceived reliability.
• Mass exposure. Millions of fans worldwide become potential users.
• Digital presence. Integrations with apps, social media, and interactive tools are a natural habitat for fintech.
• Audience overlap. Sports fans and financial traders often share similar demographic and behavioral traits.

What Clubs and Fans Get in Return

For clubs, this means stable funding—especially vital for mid-tier teams where every sponsor matters. For fans, it can mean better infrastructure, more events, and expanded community projects.

However, there's a flip side: some fans remain skeptical of broker and crypto sponsors, notably when transparency is lacking. That’s why reputation and regulation are key factors.

FxPro and Others: Where to Follow the Market

For those interested in the industry, a detailed review of FxPro is available on the broker's website. Best platform. It includes information on licenses, account types, trading conditions, platforms, and user reviews.

This isn’t an ad, but rather an informational resource that helps users understand how fintech firms operate and how they invest in both sports and tech infrastructure.

Fintech and Football: A Working Alliance

Football has long been more than just a game—it’s a showcase where brands compete for attention. FxPro is a prime example of how a broker can enter the world of sports while respecting both fans and clubs. The alliance between fintech and football continues to grow stronger.

Author bio: Alexander Baldwin is an experienced analyst and consultant at a trading school with 15 years in the industry. A former broker, he has deep expertise in banking and asset management. He trades on crypto exchanges using his own methodology and, in his spare time, collects digital NFT art. He’s especially interested in works by contemporary artists creating unique digital pieces.