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Screenshot of a breaking news alert e-mail from Q2 2017
With several of us here at LeapRate being cycling enthusiasts, we would like to congratulate our friends at Saxo Bank on Alberto Contador’s victory this past weekend at the Giro d’Italia – cycling’s second most important race and the main warm-up for next month’s Tour de France.
Saxo Bank has been a long time sponsor of the cycling team. And with the Giro d’Italia under its belt following Contador’s September victory in his home country’s main race Vuelta a Espana in Spain in September, Both Tinkoff-Saxo and Contador are considered favorites for team and individual titles at the Tour de France this year. Tinkoff-Saxo took the Tour de France team title back in 2013.
From a business standpoint, the sponsorship highlights the growing trend of offline – and specifically sports – related advertising and sponsorship in the Forex world. Retail Forex is a very crowded sector, and sports sponsorships are used by brokers to help differentiate their brands in a crowded market.
To further the value of its Tinkoff-Saxo sponsorship, Saxo Bank has been running a Trade Like a Pro competition, enabling its traders to compete with the Tinkoff-Saxo cyclists. Those registered on Saxo Bank’s TradingFloor.com can follow the competition as it unfolds, seeing what trades the cyclists make, interact with them, discuss trading ideas, and possibly copy their strategies. Saxo Bank has decided to extend the initiative for the rest of the cycling season.
More on Contador’s victory in the Giro can be seen here.