By Leeds United said on Friday it had agreed a multi-year partnership with trading and investing platform eToro, naming the company as the Premier League club’s Official Trading Partner from the 2026/27 season.
The deal covers both Leeds United’s men’s and women’s teams, the club said in a statement on its website.
Under the agreement, eToro will receive branding on pitchside LED boards, stadium screens and interview backdrops at Elland Road on matchdays, Leeds United said. The partnership will also include digital content and fan activations, according to the club.
“Leeds United has a passionate community of supporters in Yorkshire and around the world, and we are proud to become the Official Trading Partner of both the men’s and women’s teams,” eToro Director of Marketing Stephanie Wilks-Wiffen said in the statement.
Wilks-Wiffen said the company aimed to use football’s reach to make “the world of investing feel more open and accessible” to supporters.
Leeds United Partnerships Director Phil Hardman said the club was “excited to welcome eToro to the Leeds United family,” adding that the involvement of the women’s team was a key part of the agreement.
eToro said the sponsorship would place particular emphasis on encouraging more women to invest, citing data showing women remain less likely than men to hold investments. The Israel-based platform said it hoped the visibility generated by its association with Leeds United and Leeds United Women would help more women “feel confident getting started” with investing.
Leeds United, who were promoted back to the Premier League for the 2025/26 season, are managed by Daniel Farke. Elland Road, the club’s home ground, has a capacity of just over 37,000 and is undergoing redevelopment work, including to its West Stand.
The Leeds United agreement extends eToro’s presence in sports sponsorship, which already includes deals with other Premier League clubs, four clubs in France’s Ligue 1, and men’s and women’s Premiership Rugby competitions in England, the statement said.
eToro, founded in 2007, offers trading in stocks, exchange-traded funds, commodities and cryptocurrencies, and has expanded its marketing push in British sport in recent years as competition among trading and investment apps for retail customers has intensified.
Sports sponsorship has become an increasingly common marketing route for financial trading and cryptocurrency platforms seeking to build brand recognition among football audiences.
Premier League clubs have signed a series of similar deals with trading and fintech companies in recent seasons, part of a broader trend of financial services firms using top-flight football to reach retail customers.
Leeds United said supporters could expect further details of eToro-branded content and fan events to be announced during the season. The club did not specify a start date for stadium branding beyond confirming it would begin in the 2026/27 campaign, which is already under way.
Leeds United’s other commercial partners include sportswear manufacturer Adidas and energy drink maker Red Bull, according to the club’s website.
Neither Leeds United nor eToro said whether the partnership included provisions covering advertising standards around trading products aimed at retail investors, an area that has drawn regulatory scrutiny in Britain in recent years.
Britain’s Financial Conduct Authority has previously raised concerns about financial promotions targeting younger consumers through channels such as sports sponsorship and social media.
