EC Markets and Liverpool FC Launch “Hold or Trade”, A New Way to Explore Mindset and Decision-Making
EC Markets has officially launched “Hold or Trade”, a new campaign created in partnership with Liverpool FC that blends football, human behaviour, and trading mindset into a single interactive experience.
At the heart of the campaign is a simple, high-stakes question:
Would you hold or trade?
This decision becomes the anchor for a storytelling series that brings the logic of the markets into the world of football, and brings the emotion of football into the world of trading.
Hold or Trade captures real, slice-of-life decision moments as everyday people face the challenge. Their reactions, from hesitation to confidence to instinct-led choices, mirror the mindset needed to make decisive moves both on the pitch and in the markets.
Connecting Football Decisions with Trading Mindset
Hold or Trade is built around the moments that define both athletes and traders: split-second choices, instinct under pressure, and the ability to commit.
Through relatable, story-led content, the campaign helps audiences explore how:
- Athletes manage high-pressure situations
- Traders assess opportunity and risk
- Mindset shapes every decision
- Football strategy can translate into better financial behaviour
The goal is simple: make the psychology of trading feel familiar, human, and relatable.
A Content Series Built Around Real Decisions
Hold or Trade kicks off with a collection of short-form videos and interactive digital content that explore how people think when a decision really matters. The series blends entertainment with practical mindset insights, all delivered in a simple, accessible way.
And there’s more coming. In the weeks ahead, EC Markets will release exclusive Hold or Trade videos featuring key Liverpool FC players, where they’ll take on their own decision scenarios, choosing whether to hold or trade legendary players.
A Global Digital Rollout
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.
Each stage of the rollout brings users closer to the moment a decision is made, helping them understand how mindset connects football thinking with trading behaviour.
This Is Hold or Trade
Hold or Trade is more than a creative collaboration. It’s a new way to think about decisions, a space where football’s biggest ideas meet trading’s smartest principles.
As the campaign unfolds, we aim to help users discover how:
- The right mindset can transform choices
- Confidence can be learned and practised
- Football thinking mirrors trading behaviour
- Small moments can reveal powerful lessons
Whether you hold, trade, every choice tells a story.
And this is where the journey begins.