FX Empire, Interview with Alfonso Cardalda, Chief Marketing Officer at Exness and Javier Gurrea-Nozaleda, Partnership and Licensing Director for LALIGA – September 29, 2024

Gentlemen, almost six months in, how is the partnership working out for you both?

Alfonso: Since the beginning of the sponsorship of LALIGA, we have seen our brand metrics going through the roof – the first indicator we have that the partnership is working. Our agreement with LALIGA is about being sure that we catalyse our brand and our exposure to the audience in a better way. And that’s why we believe that this partnership will be key for us for the coming years in Latin America.

At the press conference I reiterated that we want to do things bigger and better, and that applies completely to Latin America. We are here to stay – not just to test the water – and this agreement with LALIGA is a long-term partnership.

Javier: The partnership is still a work in progress, obviously, but we are clear that it is the right partnership for this journey. It’s not easy to find partners like Exness, ones who operate in a win-more win-more manner, and this framework is entirely collaborative. I’m really looking forward to the coming months.

What unexpected benefits have arisen from the partnership?

Alfonso: This is a partnership based on pushing our brand to the next level. Earlier this year we launched “The Exo” and the new brand image of the company, and we saw that this realignment of our brand platform in the right direction was reflected in commercial metrics. Now what we are seeing is the same thing happening with LALIGA.

Since day one, we saw that the share of search and top-of-mind awareness of clients connected to our brand was improving.

And for me, this is just the beginning. I believe that as we continue to activate the partnership and integrate assets like the LALIGA brand into our own assets, we will see even greater brand awareness.. So yes, I’m extremely happy with the partnership.

Javier: We are learning a lot about the fintech industry. We said before that we believe that partners should have a transformational power for us, and we clearly see that Exness is really bringing innovation into the equation.

For us, it’s super healthy to understand other industries and to understand how we can contribute towards achieving our shared goals.

This event is no doubt the kick-start to some pretty big activities between your two groups. What kind of things can we expect this season?

Alfonso: We want to do it bigger and better. We want to continue building credibility and awareness of our brand at a global and at the local level.

If we look at Latin America, it is a region with very interesting consumer behaviour. Here, the consumer has a very clear DNA, focused on investment coupled with a very high interest in technology and innovation.

This means that all the activities that we carry out for the next twelve months are going to be geared towards the partnership and on working together with LALIGA.

It’s very important to listen and to understand the consumer, and to understand their needs. And then in the next step, to understand how we can fulfil these needs with LALIGA content, for instance.

Javier: We see there are synergies between the trading community and the football community, so we want to make sure we link both and we showcase our product there.

One of the pillars will be digital content, as we look at how we can really raise some eyebrows through access to players and clubs.

Alfonso, Latin America is practically a second home for LALIGA, but Exness is still relatively new in this region. What are your aspirations for LatAm, and what do you hope to achieve with today’s event?

Alfonso: We are here for the long term. Our goal is to become the preferred broker for the Latin American community, and we’re taking thoughtful steps at various levels to achieve this vision.

Our primary focus is on continuous improvement. We strive to provide excellent trading conditions that meet our clients’ needs. Recently, we’ve enhanced our offerings, particularly for Gold trading, to ensure great value for our customers. We take pride in our reliable platform and the range of features we’ve developed to support traders in refining their strategies

Our goal is to offer an environment that our clients prefer above any other. We are setting the bar very, very high.

We are here to make sure that traders in Latin America know about us and that we are their number-one choice.

Javier, football fans are used to seeing link-ups with sports brands and soft drinks, but a trading company is something of a novelty, isn’t it?

Javier: Yes, it is. We have had some experience with cryptocurrency companies and other companies like that in the past, and we work with EA as a title sponsor.

First and foremost, we believe it’s very healthy to have such a mix of partners in our ecosystem.

We are a multi-target company, a multicultural company and a multi-engagement company, so I really believe that Exness can help us to feed that ecosystem in another way, by tapping into a fan base that we have yet to engage with.

I can’t end this interview without asking you both, which LALIGA teams do you support?

Alfonso: I support Deportivo La Coruña but I am a big fan of Real Madrid since I was a child. Unfortunately now Deportivo La Coruña is in the second division but we were almost in the third division suffering. Deportivo La Coruña was a big thing, it was in the semi finals of the Champions League and I remember watching the game versus Mourinho at the time, that was when they won! But definitely, Real Madrid is in my heart, I’m a big supporter.

Javier: Well, you know that we are owned by 42 clubs [laughter], so we really support every team in LALIGA. Real Madrid and Atletico Madrid are two of the best teams in the world so we really expect a fancy game today.

Alfonso, Javier, thank you very much for your time today.