XTB is taking its financial education push into football after signing a three season partnership with French football club Olympique Lyonnais, a deal that will see the investment platform combine global sports visibility with efforts to make investing more accessible to a wider audience.
The partnership, which runs through 2029, will see XTB’s branding appear on the lower back of Olympique Lyonnais’ men’s first team shirts from the start of the 2026/2027 season. The agreement also gives XTB visibility across the club’s digital channels and dynamic LED displays at Groupama Stadium.
Beyond a Shirt Sponsorship
The deal reflects a broader strategy by investment platforms to use major sporting partnerships to reach audiences beyond traditional financial services.
For XTB, the partnership is also tied to financial education. Szymon Szymański, Chief Growth Officer at XTB, said the collaboration is intended to go beyond brand exposure.
“Our partnership with Olympique Lyonnais goes far beyond a logo on the jersey. Together we are championing financial education for a truly global fanbase to inspire a meaningful shift in how supporters engage with personal finance. We aim to equip them with knowledge, trust, and confidence to make their money work,” he said.
The company will have access to a range of promotional assets through the partnership, creating opportunities to develop content and engagement initiatives around investing and financial literacy.
A Growing Sports Strategy for XTB
The Olympique Lyonnais agreement is part of XTB’s expanding presence in European football.
The investment platform recently announced a separate partnership with FC Porto that runs through the 2028/2029 season, with its branding appearing on the sleeve of the club’s men’s first team shirts in domestic competitions.
Together, the deals point to a deliberate effort by XTB to build a stronger consumer brand through football, using the sport’s international audience to introduce financial education and investing conversations to people who may not traditionally engage with financial services.
For fintech companies, football offers something conventional advertising cannot easily replicate: sustained exposure through a highly engaged global community.
Why the Deal Matters
The partnership comes as financial technology companies increasingly look beyond products and platforms to build consumer trust and financial awareness.
For XTB, connecting investing with football creates an opportunity to make financial topics more accessible through a familiar cultural environment. For Olympique Lyonnais, the partnership adds another international fintech brand to its commercial ecosystem.
The key question will be whether the collaboration can translate visibility into meaningful financial education and engagement among supporters.
If successful, the partnership could demonstrate how sports sponsorship is evolving from traditional logo placement into a platform for financial literacy, digital engagement and consumer education.
