LONDON - Online broker Axi has officially joined forces with the DP World Tour as its Official Online Trading Partner. The landmark agreement makes Axi the first online trading firm to enter into a formal partnership with a professional golf tour.
The deal will grant Axi a prominent physical presence across select DP World Tour events worldwide, as well as extensive visibility across the tour’s digital media channels throughout the season. Although specific financial terms were not disclosed, the collaboration includes the launch of Fantasy DP World Tour Powered by Axi, directly connecting retail clients and golf fans to the game.
The deal comes as retail trading platforms increasingly turn to high-profile sports properties to enhance international brand awareness and reach targeted demographics. Axi, which operates across multiple global entities and offers trading in foreign exchange, indices, commodities, and digital assets, currently serves clients in more than 100 countries.
For Axi, partnering with golf’s premier international circuit provides direct exposure to an affluent, global audience at a time when competition within the online brokerage industry remains intense.
"Golf and trading share the same DNA: success comes down to preparation, discipline, and the fine margins that separate good from great," said Rajesh Yohannan, Chief Executive Officer at Axi. "Partnering with the DP World Tour — a truly global Tour with a truly global audience — allows us to tell that story on one of the biggest stages in sport. We're proud to be the first online trading company to partner with a professional golf tour."
For the DP World Tour, the partnership introduces a brand-new commercial category to professional golf while tapping into Axi's international reach.
"Axi are a global platform with big ambition, and we're delighted that they have chosen the DP World Tour for their first partnership in golf," said Guy Kinnings, Chief Executive Officer at the DP World Tour. "Our audience is affluent, financially savvy and come from all four corners of the globe — giving Axi the perfect marketing platform to build from. Together, we will create compelling multi-channel brand campaigns and networking opportunities that elevate their presence in priority markets as we travel around the world each season."
The agreement underscores a wider strategy across the financial services sector. While online brokerages have traditionally gravitated toward high-visibility sports such as football and motorsport, golf offers unique access to high-income consumers and retail investors across a diverse geographic footprint.
By adding the DP World Tour to its international sponsorship lineup, Axi reinforces its focus on combining technology, trader education, and sports partnerships to strengthen its global brand presence.
