The length and financial terms of the agreement were not disclosed. But with many of their players in the global spotlight, some industry sources are speculating that it’s EUR 3 million per year. This number seems plausible, because Exness won’t have a logo on Real Madrid’s shirt.
Exness highlighted the features of its new deal with Real Madrid, which was recently crowned champion of La Liga for the 33rd time. According to the company’s statement: “Exness is the first brand in the forex sector to partner with Real Madrid and will get exclusive promotional and PR rights for its brand and players, as well as access to the Real Madrid digital channels.”
This agreement puts Exness at the forefront of sports club sponsorships, which have become a mainstream marketing strategy in recent years. This partnership is also set to power the company’s global brand strategy, particularly after it acquired the necessary permissions to operate as a principal in the UK, an effort which requires a substantial investment. The UK subsidiary of Exness can now act as a market making counter-party for its clients.
Real Madrid will play English Premier League club Manchester United in the Uefa Super Cup on August 8, before facing off against arch-rival Barcelona across two legs in the Spanish Super Cup on August 13 and 16, ahead of the start of the 2017-18 LaLiga season.
Exness previously had a partnership in place with Formula One motor-racing team Red Bull.