Golf's top-tier DP World Tour has brought in the Axi Group, a global online foreign exchange and CFD trading firm, as a new commercial partner.
Through a tie-up unveiled today, Axi becomes the official online trading partner of the Europe-based tour through 2029. The DP World Tour has never opened up online trading as a partnership category before, while Axi becomes the first company from this sector to directly tie up with a professional golf tour.
The agreement will entail Axi acting as an official partner for four tournaments on the annual DP World Tour schedule, and also benefiting from significant brand exposure across the Tour's digital and social media channels.
In addition, the DP World Tour's official fantasy game will be re-named Fantasy DP World Tour Powered by Axi.
In that game, each golfer will come with an 'Axi Edge Score' - based on attributes such as recent form, consistency, and how they approach risk.
Guy Kinnings, the DP World Tour's chief executive (CEO), commented: "Axi are a global platform with big ambition, and we’re delighted that they have chosen the DP World Tour for their first partnership in golf.
"Together, we will create compelling multi-channel brand campaigns and networking opportunities that elevate their presence in priority markets as we travel around the world each season.”
In terms of commercial activity, late May saw digital asset platform Nexo double down on its ties with the DP World Tour, by retaining title sponsorship rights to the Scottish Championships.
The agreement sees the event continue to be called the Nexo Championships for the 2026 edition, which will take place from August 20 to 23 at the Trump International Golf Links in Aberdeenshire, Scotland.
In late April, meanwhile, the tour unveiled HCLTech as its digital transformation partner.
Rajesh Yohannan, CEO at Axi, added: "We're proud to be the first online trading company to partner with a professional golf Tour, and we can't wait to bring fans and our clients closer to the game through innovations like Fantasy DP World Tour Powered by Axi."
Axi was founded in Sydney, Australia, 19 years ago.
