Saxo today announced partnerships with nine internationally renowned athletes.

The company brings together some of the world’s most accomplished names across football, Formula 1, tennis, speed skating, judo, and chess. Embracing this unique collaboration are Lando Norris, Gareth Bale, Thibaut Courtois, Rasmus Højlund, Aryna Sabalenka, Stan Wawrinka, Jutta Leerdam, Teddy Riner, and Magnus Carlsen.

Together, they represent some of the highest levels of achievement in sport, with world championships, Grand Slams, Olympic medals, European titles, and several global records between them.

The partnerships are built on a simple premise; while their sports and careers may look very different, succeeding at the highest level requires many of the same qualities familiar to investors.

Over the coming months, Saxo will work closely with these athletes to explore the mindset and habits that have defined their careers and examine how these principles translate into successful investing.

This campaign marks a new chapter for Saxo following its recent acquisition by the J. Safra Sarasin Group, reflecting a shared ambition to strengthen Saxo’s global presence while building on its innovative spirit and the Group’s longstanding banking heritage.

Commenting on the partnerships, Daniel Belfer, CEO of Saxo, said:

“I am proud to reignite Saxo’s long-standing connection with the world of sport. Athletes and investors share many of the same qualities – ambition, discipline, and a long-term mindset – which make these partnerships a natural fit for us. We want to explore what investors can learn from individuals who have spent their lives mastering their craft.

At Saxo, we believe investing is about markets and analysis. Equally important, it is also about how people think, how they make decisions, and how they respond when outcomes are uncertain. By partnering with some of the world’s most accomplished athletes, we are creating a new and more engaging way to get people talking and thinking about their own investments.”