Axi Unveils “More Than” Campaign Featuring Manchester City Stars
Axi has launched its new brand campaign, “More Than,” featuring Manchester City stars Nathan Aké, Oscar Bobb and Omar Marmoush. The campaign highlights the shared values between the broker and the Premier League champions, reinforcing a partnership that has grown steadily since its inception in 2020. As Axi continues to expand its global brand presence, the initiative positions both the broker and the club as organizations powered by ambition, innovation and passion—values central to the “More Than” message.
Hannah Hill, Head of Brand and Sponsorship at Axi, emphasized that the campaign reflects a synergy that goes beyond traditional sponsorship. She described both Axi and Manchester City as entities “driven by more than success,” with the campaign serving as a way of bringing that shared mindset to life. The activation follows last season’s “Four Years” campaign, which celebrated key milestones and achievements since the partnership’s inception.
By leveraging top-tier athletes and high-quality storytelling, Axi continues to strengthen its brand through sports partnerships that resonate across its global trading audience. The campaign underscores how Axi uses high-performance sport as a platform to showcase its commitment to excellence, discipline and continuous improvement—traits that mirror the day-to-day demands of active traders.
Takeaway
Expanding Axi’s Global Sports Footprint Across Europe and Latin America
The “More Than” campaign also reflects Axi’s broader strategy of embedding its brand across high-performance sports internationally. Alongside its flagship partnership with Manchester City as the Official Online Trading Partner, Axi has also secured major roles across multiple football organizations worldwide. These include becoming the Official LATAM Online Trading Partner of LaLiga’s Girona FC and the Official Online Trading Partner of Brazilian club Esporte Clube Bahia—key markets where football fandom and trading intersect strongly.
Axi’s long-standing collaboration with England international John Stones further enhances this global visibility. Appointed as Brand Ambasupsetor in 2023, Stones’ relationship with Axi was recently renewed, reinforcing the broker’s commitment to aligning itself with influential and aspirational figures in sport. These partnerships form a global network that amplifies Axi’s brand in regions where football holds major cultural significance, ultimately market positioning.
Through these affiliations, Axi continues to leverage football as a powerful vehicle for storytelling and brand loyalty. The “More Than” campaign builds on this foundation by bringing forward a unifying message that connects its sports partnerships, client community and brand identity into a cohesive narrative that is both emotional and performance-driven.
Takeaway
How “More Than” Reflects Axi’s Vision of a Modern, Performance-Focused Trading Experience
The campaign arrives at a time when Axi is expanding its presence in more than 100 countries and positioning itself as a modern, performance-focused partner. Axi’s message—that it is “more than a broker”—aligns with its offering of a diverse range of CFDs across Forex, shares, commodities, indices and more. This diversity allows the brand to reinforce the reliability, adaptability and ambition that underpin both its platform and its marketing.
The creativity behind “More Than” aims to resonate with traders who value precision, resilience and passion—attributes mirrored in the world-class athletes featured in the campaign. By aligning the mindset of professional sport with the realities of modern trading, Axi strengthens the emotional and professional link between its customers and its brand.
The campaign will be supported by multimedia content featuring the Manchester City players, designed to bring the “More Than” philosophy into vivid storytelling. Whether through digital activations, social content or brand-led experiences, Axi is using this initiative to articulate its evolution as a global trading brand committed to innovation and high performance.
