XTB expands its sports campaign after marketing and client growth accelerated

The Ibrahimović–Fury campaign joins a larger marketing programme. XTB’s H1 results show the spending base, the client-growth denominator and the group acquisition-cost measure entering the October rollout.

By Editorial desk

Published 9 Oct 2026 · 01:49 GMT+00003 min read

Updated 20 Oct 2026 · 19:21 GMT+0000

Brokers in this reportXTB

XTB brought Zlatan Ibrahimović and Tyson Fury together for a global campaign announced in Poland on 1 October 2026 and in the Czech market the next day. Described by the broker as its largest campaign, it promotes more open discussion of money and investing as XTB expands both its customer base and product range.[5][3]

At a glance01

The announced rollout

The announced rollout
Element	Plan
Geography	Four continents; Europe, MENA, Chile and Indonesia named.Source 3
Main channels	Television, video-on-demand, digital and outdoor advertising.Source 3
Additional media	Radio and cinema in selected markets.Source 3
Production	Filmed in Warsaw; creative by 180heartbeats + Jung v Matt, production by Birdhouse.Source 3

The campaign builds on existing relationships. Ibrahimović has worked with XTB since 2024. XTB’s August preview also traced its Fury relationship to sponsorship surrounding his 2024 rematch with Oleksandr Usyk, placing the October launch within a continuing sports-marketing programme.[3][4]

The spending and client base behind the launch

Results & changes02

XTB Group: first-half marketing context

XTB Group: first-half marketing context
Measure	H1 2026	H1 2025
Marketing expense, PLN million	435.5	264.4Source 2
Online marketing, PLN million	290.9	191.5Source 2
Offline marketing, PLN million	144.6	72.8Source 2
New clients	703,333	361,643Source 2
Active clients (issuer definition)	1,489,872	853,938Source 2

On the unrounded H1 figures, marketing expense rose 64.7%, online expense 51.9% and offline expense 98.5%, while new clients increased 94.5%. That puts the October rollout in the context of a rapidly expanding distribution programme before the campaign began.[2]

XTB defines average client acquisition cost as marketing expenditure divided by new clients in the same period. Recomputing that measure gives approximately PLN 619 in H1 2026 (PLN 435.510 million ÷ 703,333) and PLN 731 in H1 2025 (PLN 264.356 million ÷ 361,643), about 15.3% lower. It is a group-period metric using new clients as the denominator, not a funded-customer cost or return on the October campaign.[2]

The active-client total has a broader definition than people who traded. It includes anyone who transacted, held an open position or held free funds earning interest during the period. That definition explains why the 1,489,872 total should be read alongside the acquisition measure rather than used as a count of active traders.[2]

A message suited to the broader product range

XTB’s investing service now includes stock and ETF allocation plans. Its UK page allows up to ten plans starting from £15, with the entry amount affected by the chosen allocation. Those products give a broad money-and-investing message a connection to recurring investment as well as trading.[1]

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