Saxo Bank will tap the psyches of the likes of Lando Norris, Gareth Bale and Aryna Sabalenka as part of a new partnership with nine global athletes.
The Danish bank announced on Monday that it will explore the mindset and habits of the current and former athletes to “examine how these principles translate into successful investing”.
The partnership involves Formula 1 driver Norris, footballers Bale, Thibaut Courtois and Rasmus Hojlund, tennis players Sabalenka and Stan Wawrinka, as well as speed skater Jutta Leerdam, judo fighter Teddy Riner and chess champion Magnus Carlsen.
“Athletes and investors share many of the same qualities – ambition, discipline, and a long-term mindset – which make these partnerships a natural fit for us,” the bank’s chief Daniel Belfer said. “We want to explore what investors can learn from individuals who have spent their lives mastering their craft.”
Saxo Bank was acquired by Swiss private bank J. Safra Sarasin in two stages this year, with the athlete investor announcement a new initiative under the new ownership.
Saxo Bank adds to roster
Norris recently participated in a funding round for ticketing platform Seat Unique, while his gaming brand Quadrant itself raised a seven-figure sum from an investment round.
Bale’s investment portfolio includes Juggernaut Capital Partners – which aims to invest $500m into sport – alongside stakes in a TGL golf franchise and a number of bars and restaurants.
Sabalenka, on the other hand, is a shareholder in IM8 Health and has joined the likes of Naomi Osaka and Nick Kyrgios’ agent Stuart Duguid at Evolve, which aims to take equity stakes in brands.
Belfer added: “By partnering with some of the world’s most accomplished athletes, we are creating a new and more engaging way to get people talking and thinking about their own investments.”
The partnership, the bank stated, “is taking the next step in bringing the worlds of elite sport and successful investing closer together”.