Behind the Scenes: How EC Markets Became a Global Partner of Liverpool FC

In the world of professional football, partnerships are so much more than just logos and banners, instead, they’re statements of ambition, and that spirit was on full display this July as EC Markets, a global Forex and CFD broker, joined Liverpool FC as an official sponsor. The signing, which took place inside the iconic walls of Anfield, was the mark of not just a business deal but the beginning of a shared journey between two brands that understand the true meaning of performance, evolution, and global influence.

But how did this partnership come together? And what happened on the day when Liverpool FC welcomed their newest financial ally to Anfield? Here’s an exclusive look behind the scenes.

The strategic pursuit between EC Markets and Liverpool FC

For EC Markets, the path to Anfield began with a clear objective in mind: to expand its global footprint further through a partnership that carries mutual values. As a multi-regulated broker offering access to forex, indices, commodities, and cryptocurrencies, EC Markets has already built a strong foundation around the world. The broker was targeting a partnership that matched their vision, ambition, and global momentum.

Enter Liverpool FC.

With over 500 million fans worldwide, a legacy that is known across many generations, and a reputation for excellence both on and off the pitch, Liverpool FC was the perfect fit for EC Markets. Liverpool offered something rare: heritage and innovation in equal measure. They’ve always stood for more than just football, and EC Markets saw in them a reflection of the values they hold true to themselves: trust, innovation, discipline, and a relentless pursuit of excellence and evolution. The connection was immediate, and very much real.

The lead-up to the deal

Talks between the two sides started months before the final agreement was signed, and from the start, this wasn’t a typical sponsorship conversation. EC Markets came to the table as a global player in its own right, with major product launches and an expanding footprint across Asia, Europe, the Middle East, and beyond, the broker wasn’t just looking for more visibility necessarily, it was looking for a partner that could accelerate its global ambitions.

For Liverpool, the appeal was clear, as EC Markets brought not only financial strength and technological edge, but a shared mindset: global in reach and focused on innovation. Liverpool FC wasn’t just looking for another logo on the boards, they were looking for a brand that could stand alongside them, elevate the experience for fans, and deliver on a bigger vision, and EC Markets fit that role perfectly.

Once those shared goals were clear, everything started to move quickly. By mid-2025, the foundations were in place for a multi-year global partnership, the only thing left was to make it official, and there was only one place for that to happen.

The signing day at Anfield between EC Markets and Liverpool FC

On a July afternoon, key representatives from both EC Markets and Liverpool FC gathered together at Anfield.To mark the occasion, Ian Rush, Liverpool's legend and top goal scorer, joined the signing to share stories and to celebrate the future between these two giants. After being taken on a tour of the stadium to the hospitality boxes, the changing rooms, pitch-side and even the players canteen, the group headed to the official signing. The setting was intimate, within the press conference room at the stadium, and the club became the backdrop for a new chapter in both brands’ histories. Inside the private room, both EC Markets and Liverpool FC came together. EC Markets CEO Matt Smith and Liverpool’s Chief Commercial Officer Ben Latty signed the agreement. Around them, the symbols of Liverpool’s greatness stood tall, with international trophies on display, wall murals of past legends, and the echo of Anfield in the background. It was the perfect set up for this kind of sponsorship deal. The meeting took place, contracts were signed, hands were shaken, and the partnership was made official. 

EC Markets x Liverpool FC: what the partnership means

Now that the deal is done, EC Markets takes its place alongside one of football’s biggest names,  and with that comes even more visibility. Starting from the 2025/26 season, EC Markets branding will appear across Anfield’s LED pitch-side boards, digital displays, and global campaigns. Every home game will put the EC Markets name in front of millions of fans around the world.

But the real value goes far beyond the screens.

This is about connection, and EC Markets plans to work closely with Liverpool’s media team to create co-branded content. It’s a unique blend of sport and finance, built to engage audiences and connect with fans and traders on a global scale. For Liverpool, the deal shows just how attractive the club is to top-tier global partners.

Looking ahead: more than a sponsorship

This partnership isn’t just about what’s been signed, it’s about what’s coming next. On August 4th, EC Markets will make its official debut at Anfield during Liverpool’s pre-season home game. It’ll be the first time fans get to see the brand in action, from the LEDs in the stadium, and across the club’s website and social channels.

From there, the momentum keeps on building. This is about two world-class organisations evolving together, each pushing boundaries in their own field. This is a partnership built on mutual ambition and vision, with a focus on evolution, global impact, and delivering meaningful experiences for both fans and traders around the world.

EC Markets & Liverpool FC: more than a partnership, a shared vision for the future

Football clubs today are so much more than just teams, they’re global platforms with the power to shape culture and connect people. EC Markets saw that value in Liverpool FC, and Liverpool saw in EC Markets a partner ready to rise on that stage. The signing day may be behind them, but for both sides, the journey is just beginning. As EC Markets steps onto the pitch, not as players, but as partners, they bring with them a message that goes far beyond trading: this is about a vision for the future, ambition, and a mission for global excellence.