Cyprus-based Axiance, the new trading brand of the ICC Group, has signed pro-cyclist Antri Christoforou as the firm’s brand ambassador.
The 29-year-old Cypriot cyclist is much acclaimed in her country as she won several national tournaments and titles. She also represented Cyprus in the 2016 Summer Olympics held in Rio, Brazil.
Announced on Thursday, the deal has been inked at a time when Christoforou confirmed that she is heading to the Tokyo Olympics to participate and represent the Meditterinian island.
Sofia Mashovets, Axiance’s CMO, commented: “We are thrilled to partner with a brand ambassador who shares our vision and our ethos. It’s important for us to stand behind a local athlete who puts in so much hard work and dedication, and we look forward to supporting her in the Olympics. Axiance will amplify this partnership to build its brand while sharing stories with impact and messages that strike a chord with anyone around the world.”
Sustainable Values
The multi-asset broker is set to launch in the summer of 2021. The ICC Group’s new brand will focus on green standards and will eventually phase out EverFX, the group’s old brand. Axiance also has expansion plans through additional licenses with Dubai DIFC first in line.
Sports sponsorships have become a norm in the trading industry as they help in strengthening the brand value. Axiance has strategically chosen the cyclist to promote its product offering and the ESG values the brand stands for.
“It is time for the online trading industry to go beyond compliance and tread lighter in social and environmental terms,” said ICC Group CEO, Panikos Teklos.
“Our core values are transparency and sustainability, which is something our brand ambassador Antri reflects through her commitment to sport as a professional and to the environment as a human being, and this will underpin all our strategies going forward.”
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