Axi Renews Endorsement Deal with Manchester City’s John Stones

Axi has renewed its endorsement deal with Manchester City defender John Stones, continuing a collaboration that links the Australian-founded online broker with one of England’s most successful players. The agreement keeps Stones as Axis global brand ambassador, a role he first assumed at the start of the 2023/24 season.

The renewed partnership underscores Axi‘s broader investment in football marketing. The company maintains sponsorships with Manchester City’s men‘s and women’s teams, Spain‘s Girona FC, and Brazil’s Esporte Clube Bahia. It reflects Axis preference for football as a long-term growth channel, especially in a market where stricter regulations have limited traditional financial advertising.

The timing of the renewal adds another layer of interest. Stones has faced fitness setbacks and transfer speculation this year, but the endorsement ensures continued visibility for both player and sponsor. Despite limited minutes on the pitch, his association with Manchester City‘s treble-winning era keeps his profile and Axi’s branding strong across global markets.

Since partnering with Manchester City in 2020 as its Official Online Trading Partner, Axi has expanded its campaigns to emphasize mindset and performance—concepts symbolized by Stones himself. Projects like “Trading Places” and “The Mentality Edge” have used his image to connect with retail traders across Europe and Latin America, promoting attributes such as focus and resilience rather than direct product sales.

For Axi, this continuity matters. With financial promotion laws tightening in the UK, EU, and Australia, brokers are pivoting to sports-based branding over direct trading ads. Football offers unmatched exposure while staying within compliance boundaries, and Axis campaigns—ranging from LED perimeter displays to digital storytelling—capitalize on that reach efficiently.

The extension also signals stability for Stones. At 31, he is managing recurring injuries but remains integral to Manchester City‘s defensive identity. Off-field partnerships like Axi’s provide commercial support and reinforce his marketability during uncertain playing periods. Since his 2016 move from Everton, he has amassed multiple Premier League titles and the coveted Champions League trophy, cementing his reputation as a consummate professional.

From a compliance standpoint, Axi continues to operate under strict regulatory oversight. The broker holds licences from ASIC in Australia, the FCA in the United Kingdom, the DFSA in Dubai, and the FSP in New Zealand. Its transparent marketing and emphasis on regulatory clarity—such as publishing license reference numbers in campaigns—illustrate a deliberate shift toward trust and accountability in retail trading promotion.

Marketing analysts describe the deal as pragmatic, effective, and emblematic of a sector where steady visibility often outperforms flashy announcements. By retaining Stones, Axi strengthens its brand alignment with a winning club and a respected player while optimizing costs under advertising constraints. As the 2025/26 season unfolds, both the player‘s form and City’s performance will determine the partnerships commercial impact—but for Axi, the playbook is clear: consistency, credibility, and connection through football.