OANDA & Robert Lewandowski

OANDA is a global, regulated multi-asset broker operating in one of the most competitive and fast-moving areas of financial services. The category has become increasingly crowded, with new platforms, increasingly sophisticated promotional tactics and rising acquisition costs making it harder for brands to stand out on credibility alone. At the same time, consumer trust in trading platforms remains low, with many competitors relying on hype-driven marketing rather than long-term value. OANDA needed a brand platform that could cut through this noise, reinforce its commitment to discipline and responsibility, and resonate across multiple regulated markets without compromising on trust.

In a trust-sensitive category, the most effective ambassadors are those whose careers embody the behaviours traders aspire to. Robert Lewandowski is one of the most consistent and disciplined athletes of his generation, known for meticulous preparation, longevity and professionalism. His story mirrors the mindset required to trade responsibly: patience, analysis and the ability to perform under pressure. Rather than using a celebrity for awareness alone, the opportunity was to align OANDA with a figure whose values naturally reinforced the brand’s positioning and could communicate a message of discipline over hype. As Playmaker Sports Founder Matt Gamby notes, “This partnership came together at the perfect moment. OANDA was strengthening its presence in Poland following the acquisition of TMS Broker, and working with a global star like Lewandowski allowed the brand to scale its message across key EU markets, while also resonating in high-growth regions such as LATAM and Southeast Asia.”

Playmaker positioned Lewandowski not as a traditional ambassador, but as a symbol of the disciplined mindset that underpins successful trading. His global profile, including a combined audience of 71 million followers and particularly strong resonance across Europe through his career in Spain, Germany and Poland, gave OANDA reach in markets where credibility matters. The creative platform focused on the parallels between elite performance and responsible decision-making, using Lewandowski’s preparation and consistency as the narrative foundation. Content was developed to live natively across OANDA’s global channels, with a focus on education, mindset and long-term thinking rather than promotional messaging. The partnership was activated across multiple markets, supported by brand storytelling, behind-the-scenes access and performance-driven digital campaigns designed to reinforce OANDA’s credibility in regulated environments.

The partnership helped reposition OANDA as a brand grounded in discipline and long-term thinking, rather than the volatility and noise often associated with the trading category. Lewandowski’s global profile delivered strong reach across Europe, Asia and LATAM, while the mindset-led creative approach resonated with both new and existing traders. The campaign strengthened OANDA’s credibility in key regulated markets and provided a differentiated narrative competitors could not replicate.

Lewandowski’s reputation as one of football’s most consistent performers gave OANDA an ambassador whose values aligned directly with the behaviours the brand promotes. The campaign delivered measurable uplift across brand perception and engagement, validating the strategy of using a values-driven partnership rather than a purely promotional one. The collaboration demonstrated Playmaker’s ability to identify ambassadors whose personal stories strengthen a brand’s core message and to build creative platforms that resonate across multiple markets.