Some major news out of Australia based AxiTrader, one of the country’s leading Retail FX and CFD brokerage firms.

With the first past being, the brand will now be known just as “Axi”. Visitors to the firm’s old web address of axitrader.com are now rerouted to axi.com. The company also sports a new logo, with the letters “axi” all in lower case.

Second, the newly minted Axi announced what amounts to the company’s first foray into international sports sponsorships. Axi said that it has inked a multi-year partnership with English Premier League club Manchester City FC. As noted this is the first major sports partnership for Axi and the company said it will help it create global awareness for its new tagline ‘Trade your edge‘ through high-profile placements within the Etihad Stadium, on the Man City website and also through activations with customers and fans online and at events with a range of exclusive offers and promotions.

We would note that the new “Axi” logo will not appear on Manchester City jerseys. (City’s front-of-shirt sponsor is Etihad Airways). A number of larger Retail FX and CFD brokers have recently signed front-of-shirt, back-of-shirt, or sleeve deal sponsorships with leading European soccer clubs such as ICM.com-Newcastle United, Samtrade FX-Cardiff City, eToro-AS Monaco, Plus500-Atalanta, Plus500-Legia Warsaw, and Plus500-BSC Young Boys FC. Switzerland based Swissquote sponsors City crosstown rival ManU.

Rajesh Yohannan, CEO at Axi said:

“We have introduced a lot of innovation over the past few years – a more robust platform and a wider range of products for our clients around the world. This rebrand to Axi reflects our continuing efforts to deliver the trading edge for every trader.”

Louis Cooper, Chief Commercial Officer at Axi said:

“At the core of Axi is the vision to enable every trader to ‘Trade your edge’. And we believe that as we expand to more regions, more traders can benefit from our wide range of trading products and services.”

Regarding the partnership with Manchester City, Mr. Cooper said:

“As we started looking into relaunching our brand, we felt there were lots of similarities with how the world’s leading football clubs are focused around gaining that competitive edge and Manchester City personified that.”

He added,

“The refresh of the Axi brand and the partnership with Manchester City is part of our strategy to make our brand, award-winning services and product portfolio more accessible to more traders across the 100+ countries we operate in.”

And third, coinciding with the rebrand and new Axi name is the launch of what the company calls Axi Select, an incubation program designed to provide talented retail traders with an equal opportunity to become full-time professional traders.

To date, Axi Select has allocated over A$10 million to traders who have entered the program. Under this unique program, Axi provides retail traders with the necessary tools – including an Artificial Intelligence-backed performance analysis platform called PsyQuation – plus the funding to get them on the path to professional trading.

Axi Select is at the core of Axi’s offering and one of the major components in the new brand’s message of ‘trading your edge’.