Saxo Bank, already a high-profile name in sports, is continuing its partnership with the Lotus F1 team.

Saxo Bank, the Copehagen-headquartered multi-asset trading and investment specialist, has extended its partnership with the Lotus F1 team and driver Romain Grosjean.

The extension for the 2015 season follows hot on the wheels of Saxo's decision to continue sponsoring GP2 Danish driver Marco Sørensen and further fortifies its relationship with the sporting world. The bank is also a big name in cycling, having sponsored the UCI ProTour Danish team Tinkoff-Saxo for several years.

The deal will see Saxo Bank's logo printed on the rear wing of the black and gold Lotus F1 team car, the E23 Hybrid. As part of the partnership, which began at the start of last year, Saxo will be able to invite its clients to the exclusive Paddock Club during F1 races and as such, harness relationships with local clients. Its promotion will also build the British Formula One racing team's brand.

“Lotus F1 team has emerged as a genuine challenger seizing opportunities in a sport dominated by bigger and more established players and as such is a natural fit for Saxo Bank's sponsorship strategy,” said Kim Fournais and Lars Seier Christensen, co-founders and co-chief executives at Saxo Bank, in a joint statement.

“Motor sport is important to the bank as it supports markets where cycling doesn't resonate as strongly – in particular, in Latin America, Middle East and Southeast Asia. We look forward to supporting Lotus F1 team trackside with our local clients.”

Saxo's continued partnership highlights a trend of sports sponsorships among financial services firms, which are increasingly engaging in such deals to boost their profile in a young and fresh way.