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XTB has launched the largest advertising campaign in its history, bringing in former heavyweight world champion Tyson Fury to appear alongside its existing global ambassador, former Sweden international footballer Zlatan Ibrahimović.
It is the first time XTB has run a campaign with two global ambassadors at the same time. The campaign, announced in Dubai on 21 October 2026, will run across four continents and aims to address the reluctance many people still feel about discussing and managing money.
The Campaign Message
XTB says the central idea is that money and investing are not ends in themselves, but tools that can help people reach goals they have set, build greater independence and gain more control over their lives. On that basis, steps such as setting aside first savings, creating a household budget or starting to invest are presented as milestones and a reason for pride.
Ibrahimović has been associated with the XTB investment app since 2024. Fury, one of the most recognisable boxers of his generation, joins him for the new campaign, with both ambassadors encouraging greater openness in financial discussions.
The centrepiece is a main brand spot featuring both ambassadors, supported by further advertising assets in a range of formats and lengths. Individual stories within the campaign showcase different types of investors, their life goals and the decisions they are proud of, and the campaign also presents the capabilities of the XTB app.
"This global campaign represents a pivotal moment for XTB in the MENA region. Financial independence and smart money management remain conversation starters, and that's our opportunity. By bringing Zlatan and Tyson's voices to MENA audiences, we're championing a vision where investing is a source of pride, not shame. This campaign demonstrates XTB's commitment to empowering millions across the Middle East and North Africa to take control of their financial futures with confidence and clarity." - Achraf Drid, Managing Director, XTB MENA
Markets And Channels
XTB has planned rollouts in the MENA region, eight European markets (Germany, France, Poland, the Czech Republic, Slovakia, Romania, Portugal and Hungary), Chile in Latin America and Indonesia in Asia-Pacific.
Ads featuring Ibrahimović and Fury will appear across digital channels, television and VOD platforms, as well as out-of-home and digital out-of-home formats in public spaces. In selected markets, the campaign will also run on radio and in cinemas.
Alongside the global digital and broadcast rollout, XTB is running an outdoor advertising campaign across Dubai, aimed at reaching traders and investors throughout the city.
Production
All campaign materials were produced in Warsaw, where the two ambassadors met for the shoot. The concept was developed with creative agency 180heartbeats + Jung v Matt. Production was handled by production company Birdhouse and post-production by Rio de Post.
The spots were directed by Marcin Filipek, with Michał Dąbal (Ajron) as main director of photography and music composer. Photographer Kamil Kotarba handled the photo shoot, and media planning is handled jointly by Quantum Communication and XTB.
Founded in Poland in 2004, XTB has been listed on the Warsaw Stock Exchange since 2016 and is regulated by authorities including the Polish Financial Supervision Authority, the Cyprus Securities and Exchange Commission and the UK's Financial Conduct Authority. The company says the XTB investment app serves more than 3 million clients, who can invest in stocks and ETFs, create personalised investment plans and trade CFDs on indices, currencies and commodities.
In selected European markets, clients can also use tax-advantaged products, including ISAs in the UK, PEAs in France and the IKE and IKZE retirement accounts in Poland. The app also offers interest on uninvested funds and an eWallet for online and in-store payments and multi-currency ATM withdrawals. XTB employs more than 1,600 people across 17 offices, with over 40% focused on investment technology.
XTB Group's institutional liquidity business, XTB Institutional (@xopenhub), formerly X Open Hub, provides multi-asset liquidity to brokers, banks and fintechs. LF previously reported on XTB Institutional's plans for Forex Expo Dubai 2026, and upcoming industry gatherings are listed in LF's trading industry events 2026 calendar.
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