Saxo Bank has announced partnerships with nine internationally recognised athletes as part of a campaign on investor psychology.
Over the coming months, the bank will work with the athletes to explore the mindset and habits behind their careers and how these principles apply to investing.
The athletes are Formula 1 driver Lando Norris, footballers Gareth Bale, Thibaut Courtois and Rasmus Højlund, and tennis players Aryna Sabalenka and Stan Wawrinka.
They are joined by speed skater Jutta Leerdam, judoka Teddy Riner and chess player Magnus Carlsen.
According to the bank, the group holds world championships, Grand Slam titles, Olympic medals and European titles between them.
The partnerships are based on the idea that, while the athletes’ sports and careers differ, success at the highest level requires many of the qualities that investors also rely on.
Saxo said sport has long been part of its culture, alongside its work in investor education and market insights.
Daniel Belfer, CEO of Saxo Bank, said athletes and investors share qualities such as ambition, discipline and a long-term mindset.
“We want to explore what investors can learn from individuals who have spent their lives mastering their craft,”
said Belfer.
In his view, investing involves markets and analysis as well as how people think, make decisions and respond when outcomes are uncertain.
The campaign follows Saxo’s recent acquisition by the J. Safra Sarasin Group, and the bank said the two share an ambition to strengthen its global presence.
Featured image: Edited by Fintech News Switzerland, based on image by Saxo Bank via its Press Release.
