Saxo has partnered with nine elite athletes to promote its new Be Invested campaign, in yet another example of companies using high-profile celebrities to engage retail investors.
Daniel Belfer, chief executive officer at Saxo, said the initiative would highlight the similarities between elite sport and successful investing.
“I am proud to reignite Saxo’s long-standing connection with the world of sport,” he said. “Athletes and investors share many of the same qualities, ambition, discipline and a long-term mindset, which make these partnerships a natural fit for us.”
The campaign brings together Formula One driver Lando Norris, footballers Gareth Bale, Thibaut Courtois and Rasmus Højlund, tennis players Aryna Sabalenka and Stan Wawrinka, speed skater Jutta Leerdam, judoka Teddy Riner and chess grandmaster Magnus Carlsen.
According to Saxo, the partnership will explore how qualities such as focus, discipline, decision-making under pressure and resilience can help investors improve their approach to financial markets. The athletes will feature in content examining the habits and mindsets that have underpinned their success.
Belfer added that investing is not only about market analysis but also about how individuals think, make decisions and respond to uncertainty.
The initiative marks one of Saxo’s largest branding exercises and follows the company’s acquisition by J. Safra Sarasin Group, which is supporting Saxo’s international growth ambitions while retaining its focus on digital investing and trading platforms.
The move also reflects a wider trend across financial services, with investment and trading firms increasingly turning to sport sponsorships and athlete partnerships to build brand awareness and connect with new generations of investors.
Founded in Denmark in 1992, Saxo provides online trading and investment platforms to clients across global markets and has positioned investor education and long-term wealth building at the centre of its latest campaign.