2026-01-23 06:29:00
EC Markets has announced the launch of its new flagship campaign, “Hold or Trade”, an innovative storytelling experience designed to connect the worlds of football and trading through real decisions, real emotion, and real human instinct.
Inspired by the choices players make on the pitch, and the choices traders make in the markets, Hold or Trade brings these two worlds together in a dynamic ‘slice-of-life’ concept, showing how mindset drives outcomes in any arena.
The campaign follows everyday people as they’re presented with a simple but high-stakes challenge: Hold their mystery box… or trade it. Each decision echoes the pressure, instinct, and analysis found both in football’s most defining moments and in the financial markets.
A New Way to Learn
Beyond entertainment, Hold or Trade delivers a mindset-driven content series designed to help audiences explore:
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How traders assess risk and opportunity
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How mindset influences outcomes in any field
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What football decision-making can teach us about financial behaviour
Through story-led content, EC Markets aims to make trading concepts feel familiar and human, especially for new audiences entering the financial world.
Laoura Salveta, Head of Brand Partnerships at EC Markets, commented:
“Hold or Trade captures the energy of real decision-making. In football and in trading, a single choice can change everything. This interactive campaign brings those worlds together in a way that’s entertaining using our Liverpool FC rights, relatable and genuinely educational. Our goal is to help people understand mindset, not just markets, and to build confidence, curiosity and connection within our global community of traders and football fans alike.”
A Digital-First Global Rollout
EC Markets, a global trading broker, continues to expand its educational resources, market insights and user-focused initiatives. Hold or Trade builds on this mission with interactive content, mindset tools and community-driven discussions, designed to meet users wherever they are online.
The campaign kicks off today with high-energy ads and digital content across key regions including Latin America, Asia-Pacific (APAC) and other global markets, introducing audiences to the similarities between football decisions and trading choices, and how understanding mindset can reshape the way we approach opportunity.
In the coming weeks, EC Markets will also release exclusive content featuring key Liverpool FC players making their own Hold or Trade decisions, putting their mindset to the test in unexpected ways.
Explore the full campaign here.
