Totality, formerly Saxo Australia, has entered the sports field, not through a deal with any sports team, but with a stadium. Announced today (Monday), the contracts for differences (CFD) broker has inked a three-year partnership deal with Sydney’s Allianz Stadium.An Iconic Stadium in SydneyThe stadium is relatively new, having opened in August 2022 as the replacement for the original Sydney Football Stadium. It has a capacity of 42,500 seats and hosts a range of sports.It is also the home stadium of several popular franchises, including the Sydney Roosters, the NSW Waratahs, and Sydney FC, along with a few national teams: the Wallabies, Wallaroos, Matildas, and Socceroos.“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,” said Rasmus Korfits, CEO of Totality, who took over earlier this year after the majority ownership change.With the partnership, which took effect on 1 January 2026, Totality has gained the status of the stadium’s Official Online Trading Partner.It can now promote the brand through stadium real estate and displays at the adjoining Sporting Club of Sydney fitness centre.New Strategies Under a New OwnerJohannesburg-based DMA, a technology provider for financial advisers and wealth managers, acquired a majority stake in Saxo Australia. DMA took 80.1 per cent of the Australian business, while Denmark-based Saxo Bank retained a 19.9 per cent holding.The sale came as Saxo reviewed its Asia-Pacific strategy to support growth, while DMA prepared to launch its services in the Australian market.Following the change in controlling ownership, Saxo Australia was rebranded as Totality last August. The sponsorship deal appears to be aimed at promoting the new branding of the CFD platform.Although sports deals are a common marketing tool for CFD brokers, few sign deals with stadiums. Totality’s approach appears to strengthen its brand within its home Australian market.Meanwhile, the Australian contracts for differences (CFDs) market appears to be very concentrated. The local regulator recently revealed that only five brokers, topped by eToro, capture 79 per cent of total Aussie CFD traders.The Aussie regulator also found lapses in mandatory obligations and rules in the brokers' operations and forced them to return almost AU$40 million to affected traders. This article was written by Arnab Shome at www.financemagnates.com.

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