case study
eToro & Premier League
Brand growth via multi-club sponsorship strategy
00YRS
Partnership & counting
#00
Brand marketing activity
00M
User growth
the background
the background
eToro's Premier League Goal
As online trading entered mainstream conversation in 2017, SportQuake worked with eToro to build a unique sports sponsorship strategy that would help them “own” the category in the Premier League, generating worldwide awareness and educating audiences about their services.
client
Brief
Following the 2017 crypto boom, eToro was looking for a platform to grow brand awareness. Trading brands were starting to become active within the sports eco-system so eToro challenged us on how they could use sports to drive growth.
With clients based in 75 countries, Premier League data showed excellent fit with eToro markets and audience profiles so the challenge then shifted to how to create stand out in the most cost effective way
brand-first
Approach
Becoming a uniform partner with a challenger club came with the risk of underperformance and a non-uniform partnership with a super club didn’t deliver the required reach and frequency. In a first for any online trading brand, we proposed a multi-club aggregation model for four key reasons:
- Market leading brand positioning – The strategy immediately differentiated eToro as a Premier League sponsor, not just a club sponsor, like competitor brands.
- High-density marketing platform – The multi-club approach would provide an ‘always on’, high-density marketing platform, including branding at 1 in 3 Premier League games.
- Global PR coverage – By being the first to pay for a deal of this stature in bitcoin, eToro would earn global press coverage from the world’s leading financial media outlets.
insights &
Impact
eToro’s seven-club partnership gained global attention from football and non-football audiences alike. Forbes cited the move as a “watershed moment”, naming eToro as the leaders of football’s fintech revolution.
Sports sponsorship has become eToro’s most cost-effective brand marketing channel. By aligning with leading sports entities, eToro built brand awareness and trust among diverse audiences across the globe – growing their user base from 10 million to 38 million over the term of the sponsorship and completed a successful IPO on Nasdaq.
We’re unable to share exact results due to confidentiality.
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