Published on July 24th, 2024
Location: Global
Lewis Hamilton unveiled as CFI’s Global Brand Ambassador
SPORTFIVE broker partnership between long-term client CFI and seven-time Formula 1™ World Champion Lewis Hamilton.
Leading online trading provider CFI has today announced a transformative partnership with seven-time Formula 1™ World Champion Lewis Hamilton, as its newest Global Brand Ambassador.
The landmark, multi-year agreement marks a pivotal moment for CFI, aligning the group with one of the most iconic figures in motorsport history. As the all-time leading driver in Formula 1™ with 104 career wins, Hamilton is known for his unwavering pursuit of excellence and innovation, as well as his advocacy for diversity and inclusion.
His dedication to pushing boundaries, both on and off the track, mirrors CFI's commitment to empowering traders worldwide with cutting-edge technology, inclusive opportunities, and relentless support. Hamilton's drive for success and positive change makes him an ideal representative of CFI’s values and mission.
In his role as Global Brand Ambassador, Hamilton's influence will extend beyond representation. His success and dedication will inspire and engage CFI’s global audience, highlighting the synergy between CFI’s cutting-edge trading solutions and Hamilton’s commitment to excellence both on and off the track.
"Just as I strive for peak performance in everything I do, I am impressed by CFI's dedication to provide best-in-class tools and conditions for their customers. Together, we aim to inspire and have a positive impact, and I'm looking forward to empowering their global community."
Lewis Hamilton, seven-time Formula 1™ World Champion and founder of Mission 44
The partnership will also further both parties’ shared goal for a better, more equal future, with CFI making a donation to Hamilton’s Mission 44 organisation as part of the agreement. Mission 44 is a charity launched by Hamilton that is working to build a fairer, more inclusive future for young people around the world.
The organisation invests in solutions that empower young people to overcome social injustice, leveraging Hamilton's personal experiences to create a positive impact. In line with these values, CFI reinforces its commitment to enhancing involvement in social responsibility initiatives and driving community engagement.
Partnering with Lewis Hamilton and making a commitment to Mission 44 reinforces CFI’s dedication to excellence and innovation in trading. As the new global brand ambassador, Hamilton embodies the belief that success requires pushing beyond limits and stepping out of comfort zones.
His life and career achievements align with CFI’s mission to provide traders worldwide with unparalleled access to global financial markets, along with the necessary tools and support to excel.
The agreement between CFI and Hamilton, brought together by SPORTFIVE, is the latest athlete partnership to be brokered by the leading sports marketing agency.
Having recently announced strategic partnerships with the management teams of Alexander Zverev and Jurgen Klopp, SPORTFIVE have previously delivered partnerships with football talents Samantha Kerr and Olivier Giroud, as well as Golf and Rugby stars Jon Rahm and Antoine Dupont.
Lee Goldwater, Executive Vice President Commercial, SPORTFIVE, said: "We are proud to have assisted our client, CFI, in securing their latest ambassador deal and facilitating this strategic partnership between two leaders in their respective industries.This agreement is another exciting example of the growing influence of athlete sponsorships in sport and highlights the possibilities of creating both meaningful and mutually beneficial collaborations."
Hisham Mansour, Co-founder and Managing Director of CFI, said: "Lewis Hamilton is not just a champion in his field but also a global icon who embodies the values of precision, perseverance, and groundbreaking innovation, as well as a deep commitment to social justice and humanitarian causes. Having him onboard as CFI’s new brand ambassador marks a new and exciting chapter in our journey. With a legacy spanning over 25 years and a reputation marked by innovation and excellence, our partnership with Lewis is a natural fit, united by a commitment to breaking limits and achieving greatness. Lewis being a top figure in sports aligns perfectly with CFI being a leader in its field, making this partnership an ideal collaboration."
Lewis Hamilton, seven-time Formula 1™ World Champion and founder of Mission 44, said: “I'm excited to join CFI as their Global Brand Ambassador. This partnership aligns with our shared drive for excellence and innovation. Just as I strive for peak performance in everything I do, I am impressed by CFI's dedication to provide best-in-class tools and conditions for their customers. Together, we aim to inspire and have a positive impact, and I'm looking forward to empowering their global community."
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About SPORTFIVE
SPORTFIVE is a global sports marketing agency that delivers customer-centric solutions based on trust and transparency, deep industry experience and global relationships, digital intelligence and innovation. SPORTFIVE strategically and creatively connects brands, rightsholders, media platforms and fans to create and enable contemporary partnerships in sports.
While creating and growing long-term value for all, SPORTFIVE often leads the sports business into the future through innovative digital solutions and strives to be the most progressive and respected partner in sports.
Being at the centre of professional sport SPORTFIVE will use its unique position, in order to make a positive contribution to sustainability and to live up to the social and economic duty and responsibility, which sport and consequently all parties involved, also have. SPORTFIVE operates with a global mindset and network of over 1,200 local experts based in 15 countries around the world, active in Football, Golf, Esports, Motorsport, Handball, Tennis, American Football, Basketball, Ice Hockey, Rugby, Olympics and Multi-Sport Events and many more.
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About CFI
CFI Financial Group is MENA's leading online trading broker with over 25 years of experience, boasting the highest number of regulated entities and regional offices, including key locations such as London, Dubai, Larnaca, Beirut, Amman, and Cairo. Specialising in online trading services across equities, currencies, and commodities, CFI offers highly competitive trading conditions, including zero-pip spreads and no commission fees. The company is a pioneer in AI-driven trading tools and applications. The group supports elite sports through partnerships with organisations like AC Milan and FIBA WASL. It proudly names seven-time Formula 1 World Champion Lewis Hamilton as their Global Brand Ambassador, reflecting a shared commitment to excellence and innovation. The group actively participates in various Corporate Social Responsibility (CSR) initiatives in the communities where it operates
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About Lewis Hamilton
Sir Lewis Hamilton MBE is a Seven-Time Formula One™ World Champion racing for Mercedes-AMG PETRONAS F1 Team. He is considered the most successful driver in the sport’s history, having broken the record for race wins with 103 victories to his name. Lewis continues to defy barriers within and outside of Formula 1 as the first and only Black, working-class driver. He launched his research project The Hamilton Commission in 2020, to identify barriers and opportunities for diversity, and a year later, launched his foundation, Mission 44, to build a fairer, more inclusive future in which every young person can thrive. In addition to his significant charitable commitments, Lewis is constantly challenging himself to grow and realise his potential in new ways. His natural creativity has drawn him to the worlds of film, music, business and fashion. In every venture, Lewis has proven himself to be an engaged leader and dedicated partner to various organisations. He is committed to advocating for Black ownership and representation across industries, embodying the essence of innovation and leadership.
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About Mission 44
Launched by Seven Time Formula One World Champion Sir Lewis Hamilton in 2021, Mission 44 is a charity that is working to build a fairer, more inclusive future for young people around the world. The charity invests in solutions that empower young people to overcome social injustice and succeed. It has a particular focus on developing an inclusive education system, creating employment opportunities in STEM and motorsport, and empowering young people to shape the world they live in.
Press contacts
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Dominic Mills
Senior Associate, Marketing Communications
dominic.mills@sportfive.com
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