Private banks and other financial institutions have targeted “aspirational” sports such as golf, aligning their brands with the sport and tapping into the kind of interests that many affluent citizens have.

Capital Com Australia, the Australian subsidiary of global online trading platform Capital.com, has formed a multi-year partnership with Golf Australia.

The partnership is an example of financial institutions, such as banks and wealth managers, promoting awareness of their brands through sports. In golf, for example, EFG International has recently renewed its partnership with the Singapore Golf Association for another three years.

As a result of the pact, the firm will become “Title Partner” of the Capital.com Australian Open and the first Naming Rights Partner of the Capital.com GA Handicap.

The golf tournament will be held at Kingston Heath Golf Club in Melbourne, running from 1 December until Sunday 6 December.

In its naming rights partner role, Capital.com Australia will support the evolution of the handicap into a data-led insights platform for golfers, delivering new analysis, content, and engagement tools for the hundreds of thousands of golfers registered across Australia.

“Golf is genuinely embedded in the fabric of Australian sporting life – from elite championship competition to the hundreds of thousands of Australians who hold a registered GA Handicap. It is a sport built on patience, discipline, and the long view – qualities Australian players bring to the course every weekend,” Thomas McCrickard, CEO, Capital.com Australia, said.

The tournament will feature back-to-back Masters champion Rory McIlroy, who will be returning to Australia as part of a confirmed two-year commitment. 

In March 2025 UBS hosted the UBS Golf Challenge 2025: Sergio García’s Swing Spectacular, at Singapore’s Tanah Merah Country Club (TMCC). UBS guests and young golfers from TMCC watched and learnt golf techniques from Spanish golf star Sergio García.

Private banks and other financial institutions have targeted “aspirational” sports such as golf, aligning their brands with the sport and tapping into the kind of interests that many affluent citizens have. There are other angles: banks have worked with owners of sports teams to manage the financial side of games, as in the case of Citigroup, outlined here.