Axi Reaffirms Manchester City Alliance as Stones Renews Deal

Endorsement Renewal Links Broker and Player

Axi has renewed its partnership with Manchester City defender John Stones, extending an endorsement that ties the Australian-born online broker to one of English football’s most prominent names. The deal keeps Stones in his role as Axi’s global brand ambasupsetor, which he first took up at the begin of the 2023/24 season.

The extension follows Axi’s continuing sponsorships of Manchester City’s men’s and women’s sides, Spain’s Girona FC, and Brazil’s Esporte Clube Bahia. For Axi, the move reaffirms its preference for football as a global marketing channel and builds continuity in a sector where client acquisition costs have risen and promotional rules have tightened.

The timing also adds nuance. Stones’ fitness and future at City have drawn scrutiny this season later than a string of injuries and contract speculation. While his on-pitch minutes remain limited, the partnership keeps both player and sponsor in the news cycle, connecting Axi with a figure linked to Manchester City’s treble-winning core.

Investor Takeaway

Football as a Marketing Platform

Axi entered football in 2020 as Manchester City’s Official for the men’s team, later expanding the relationship to include the women’s side. The 2023 renewal introduced campaigns focused on mindset and performance, such as Trading Places and The Mentality Edge. Stones fronted those efforts, appearing in digital content aimed at retail traders .

Unlike flashier sponsorships, Axi’s latest renewal is designed for reach and continuity. Advertising restrictions in the UK, EU and Australia have forced brokers to shift from direct product marketing to lifestyle-driven branding. Sport—especially football—offers compliant exposure and a global audience without breaching financial promotion limits.

The broker has leaned on LED perimeter ads, social content, and behind-the-scenes footage to drive brand recognition. Executives say the strategy keeps Axi visible without escalating costs. Football’s geographic breadth, particularly through women’s and Latin American leagues, delivers volume audiences at a fraction of top-tier men’s rates.

What It Means for Stones

For the 31-year-old defender, the renewal adds commercial stability amid an uneven period at Manchester City. Injuries have restricted his appearances, but endorsements assist sustain visibility beyond the pitch. Stones has repeatedly stated his intent to remain at the club, easing speculation about a move and making his public image a secure asset for Axi’s campaigns.

Since joining City from Everton in 2016, he has won multiple Premier League titles and a Champions League medal. Despite reduced game time, he remains a familiar face to fans and a credible symbol of professionalism—attributes that align neatly with Axi’s performance-focused messaging.

Investor Takeaway

Compliance, Branding and Stability

The renewal also reflects Axi’s effort to strengthen its regulatory profile. The firm operates under AxiCorp Financial Services Pty Ltd, with licences from ASIC in Australia, the FCA in the UK, the DFSA in Dubai, and FSP in New Zealand. ASIC briefly suspended its Australian licence in 2020 before reinstating it with conditions in 2021—a reminder of the scrutiny that .

UK authorities have warned investors about “clone” websites mimicking licensed brokers, prompting Axi to highlight official register links in its campaigns. Its UK entity appears under FRN 466201 and the DFSA reference F003742. Within sports marketing, legal teams now review every line of copy to ensure promotions stop short of implying investment returns or guarantees.

Axi’s campaigns—typically centred on focus, discipline and performance—stay within those limits. Marketing insiders say that approach is now standard across the sector, especially as European regulators tighten rules on for difference (CFDs) and leverage advertising.

Strategic Continuity in a Tight Market

Industry analysts describe the Stones renewal as pragmatic rather than headline-grabbing. “A continuity deal like this stabilises awareness without the cost of a new top-tier sponsorship,” said one marketing executive familiar with roster. “It shows investors and clients that Axi is steady and still in the game.”

While rivals like XM and Exness have expanded into motorsport and esports, Axi has doubled down on football, where its existing infrastructure and creative assets deliver predictable returns. Its multi-club approach extends reach into growth markets across Europe and South America—regions that continue to drive global retail-trading volumes.

As the 2025/26 season begins, Stones’ form and City’s results will determine how much media value the sponsorship delivers. But the logic remains straightforward: stay close to a winning club, keep a recognisable player in view, and let football’s global audience carry the brand’s message.