LiteFinance just announced their partnership with Leicester City FC as the Official Trading Partner. On the surface, it seems like a big step for them into the sports arena, but let’s break it down a bit.
The Good: Brand Visibility and Shared Values
First off, both parties seem to have some common ground. LiteFinance, which started in 2005 and claims to be a leading online broker (whatever that means), shares some values with Leicester City. They’re both about excellence and innovation. And let’s be real, football clubs have massive audiences. With football being one of the most popular sports globally—3.5 billion fans or so—LiteFinance is probably hoping to cash in on that visibility.
They’ll get their logo all over the place: pitch-facing LED ads, interview backdrops—you name it. And they’re not just stopping there; they’re also giving away promotional materials and running contests for fans. It’s a classic move to increase brand engagement.
The Bad: Trust Issues?
But here’s where I get a bit skeptical. While sports sponsorships are apparently seen as super trustworthy by consumers (Nielsen says so), does that really translate into actual trust for a financial services company? I mean, LiteFinance could just be another one of those companies that pops up and disappears after taking your money.
And yes, while they might build some sort of loyalty among Leicester fans through this association, isn’t there something more foundational that needs to be in place? Like actual credibility based on regulatory standards and service quality?
Summary
So yeah, while this partnership might give LiteFinance a nice boost in visibility—and maybe even some new customers—it makes me wonder if it’s enough to establish long-term trust or loyalty among an audience as discerning as football fans.
