Saxo Signs Lando Norris, Magnus Carlsen and Seven Other Athletes in Return to Sport
By Damian Chmiel
AI summary of the source article
Saxo Bank has signed nine athletes, including Formula 1 driver Lando Norris and chess player Magnus Carlsen, for an investor psychology campaign. The initiative follows the bank's acquisition by Swiss J. Safra Sarasin Group.
Why it matters
Saxo described the athlete campaign as a new chapter for the bank following that acquisition.
Key facts
- Saxo Bank signed nine athletes to front a campaign examining career habits and their application to investing.
- Swiss J. Safra Sarasin Group acquired roughly 71% of Saxo in March and agreed in July to buy the remaining 28.7% stake.
- Saxo Bank reported serving more than 1.7 million clients, up from 1.5 million reported for 2025.
Source excerpt · Finance Magnates
Saxo Bank signed Formula 1 driver Lando Norris, chess player Magnus Carlsen and seven other athletes to front a campaign on investor psychology, it said today (Monday). The Danish bank called the partnerships one of its most ambitious brand initiatives to date. The group also includes footballers Gareth Bale, Thibaut Courtois and Rasmus Højlund, tennis players Aryna Sabalenka and Stan Wawrinka, sp…