Totality, previously known as Saxo Australia, has made a notable entry into the sports arena by securing a sponsorship deal with Allianz Stadium in Sydney. The announcement was made today, marking a significant move for the contracts for differences (CFD) broker, which has entered into a three-year partnership that took effect on January 1, 2026.
Allianz Stadium is a prominent venue, having been inaugurated in August 2022 as the successor to the original Sydney Football Stadium. With a seating capacity of 42,500, the stadium hosts a variety of sports events and serves as the home ground for several esteemed teams, including the Sydney Roosters, NSW Waratahs, and Sydney FC. National teams such as the Wallabies, Wallaroos, Matildas, and Socceroos also play here.
Rasmus Korfits, the newly appointed CEO of Totality, expressed pride in the partnership, stating, “We are incredibly proud to be partnering with one of Australia”s most iconic sporting venues, and excited to tell the Totality story to sports and entertainment fans across the country.” This sponsorship will allow Totality to enhance its visibility as the Official Online Trading Partner of the stadium.
The deal opens avenues for the brand to showcase its identity through various promotional channels, including advertising at the stadium and the adjoining Sporting Club of Sydney fitness center. This strategic move aligns with Totality”s efforts to consolidate its presence in the Australian market.
The partnership comes on the heels of a significant ownership transition, where Johannesburg-based DMA, a technology provider for financial advisers and wealth managers, acquired a controlling stake in Saxo Australia, taking 80.1 percent of the business. The Danish Saxo Bank retained a minority interest of 19.9 percent. This acquisition is part of a broader strategy by Saxo to reevaluate its stance in the Asia-Pacific region to foster growth, while DMA gears up to introduce its services in Australia.
Following the ownership change, Saxo Australia rebranded itself as Totality, a move designed to promote the new identity of the CFD platform. While partnerships in sports marketing are not uncommon for CFD brokers, establishing a stadium sponsorship is relatively rare. Totality”s approach may serve to bolster its brand recognition within the competitive landscape of the Australian CFD market.
Currently, the Australian CFD market is characterized by a high concentration of activity among a few players. Recent data from local regulators indicated that just five brokers dominate, with eToro capturing 79 percent of the market share among Australian CFD traders. Furthermore, the regulatory body highlighted several compliance issues within the sector, leading to nearly AU$40 million being returned to affected traders due to lapses in mandatory obligations.
