Multi-asset brokerage HFM has entered into a multi-year partnership with Arsenal, becoming the official global partner of the north London side.
“This partnership represents an exciting milestone for HFM as we collaborate with one of football’s most iconic clubs,” said Efthymios Missis, Chief Marketing Officer at HFM.
The agreement gives the broker match-day branding at Emirates Stadium and exposure across Arsenal’s digital ecosystem, including its recently launched media platform.
It also opens the door to player-led campaigns and fan-facing experiences, which are expected to roll out later this year.
HFM itself is a product of the gradual repositioning of the industry. Formerly known as HotForex, the company was rebranded in 2022 to reflect a broader range of non-Forex products.
Intermediates race to F1
Football, once the default choice for brand exposure in the industry, is no longer the only arena of interest.
that Increase the number of brokersincluding IC Markets, AvaTrade and Vantage, They switched to Formula One.
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Formula One’s numbers tell a clear story. In the first half of 2025, China had 221 million fans, a year-on-year increase of 39%, and the sport is booming in Latin America and the Middle East – all key regions for retail brokers.
However, the amounts involved are not trivial.
According to Marius Challis, CMO of Libertex, which now sponsors the Audi Formula 1 team (formerly known as Kick Sauber), and even lower-level Formula 1 sponsorship It can ask for about 5 million US dollars.
Others have framed this shift in more strategic terms.
Peter Ost, COO of FxPro, described the characteristics of the broker McLaren has long been Formula One The partnership is a response to the evolving sports audience.
“As trading continues to expand in popularity globally, the alignment with a sport and team that is simultaneously growing younger and more diverse directly supports FxPro’s long-term growth ambitions,” he told Finance Magnates.
This article was written by Adonis Adoni at www.financemagnates.com
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