Axi’s Hannah Hill on Manchester City, brand ambassadors and ROI
When Axi, the global online trading platform, partnered with Manchester City in 2020, the objective was clear: build awareness in new territories, strengthen trust in existing markets, and deliver unique value to clients and partners. Five years later, the partnership has become central to the brand’s marketing strategy, generating standout content, premium experiences, and measurable returns.
“In such a competitive industry, we needed a strategy that would allow us to cut through the noise,” says Hannah Hill, Head of Brand and Sponsorship at Axi. “The Manchester City partnership has done exactly that.”
Standing out in financial services
Few categories are as crowded as financial services. With many platforms offering similar products, Axi saw sponsorship as a way to create real differentiation, not just through awareness but through access, credibility, and engagement.
From hosting the Premier League trophy and official mascots at events to offering clients behind-the-scenes experiences at training sessions, Axi has used its rights to build memorable brand touchpoints.
“It’s not just about visibility,” says Hannah. “It’s about engagement. Being able to offer once-in-a-lifetime moments like blue carpet access or hospitality with the players creates a much deeper connection.”
Cutting through with content
In 2023, Axi launched its Four Years campaign, celebrating four years of partnership and four consecutive Premier League titles. The campaign, which highlighted key moments both on the pitch and across Axi’s activations, has since generated nearly one million views.
But Hannah points to an earlier campaign, City Slickers, as a defining moment. Created remotely during Covid, it used a game show format to introduce trading language to football fans and featured first-team players in a light-hearted, accessible way.
“It helped us set the tone for how we approach content,” she says. “It was fun, relatable, and helped us reach fans on their terms.”
Targeted impact through ambassadors
Axi has also used player ambassadors to deliver targeted campaigns in key markets. One standout example is John Stones, who was brought on to support UK-specific product promotions alongside the wider club partnership.
“Working with John allowed us to run a campaign that was focused, credible, and aligned with our objectives,” Hannah explains. “His profile in the UK gave us the reach we needed.”
Beyond brand activity, Stones has also appeared at Axi VIP events, offering guests personal insight into his career and life at Manchester City and England. “It created a very real, very human experience for our audience,” she says.
Tim Stedman, VP of Partnerships and Athlete Marketing at SPORTFIVE, spoke exclusively to The Sponsor to give his top tips on successful brand ambassador partnerships here.
Data-led measurement and results
Axi is a trading platform with a performance mindset. That same philosophy applies to sponsorship.
“We’re a data-driven business, so ROI matters,” says Hannah. “We track awareness and exposure, of course, but we also need to see commercial impact. The partnership helps us reach new audiences, drive loyalty, and grow the business.”
By combining targeted ambassador strategy, high-value content, and world-class brand access, Axi has built a sponsorship approach that is more than just visible. It performs.
The impact of brand ambassadors
The Sponsor will be hosting a Brand Briefing virtual roundtable on 23rd September, discussing how to calculate and maximise the commercial value of ambassadors. The session will feature insights from senior marketers who have successfully activated ambassador partnerships to drive measurable business returns.
Register your interest here.
