XTB Brand Ambassador

Meet José
'The Special One'

José Mourinho is a Portuguese professional football manager, considered to be one of the greatest and most decorated managers ever, winning 25 senior trophies, including 4-times winner of World’s Best Club Coach. He has won a domestic title in a record four different countries (Portugal, England, Italy and Spain). Mourinho is also one of only three managers to have ever won the UEFA Champions League twice with two clubs, FC Porto in 2004 and Inter Milan in 2010. 


José Mourinho started his career as midfield player, but quickly decided to enter the management sphere starting as interpreter. Benfica SL and União de Leiria were the first teams he managed. He continued his successful career at FC Porto; the first team he won the national league and the UEFA Champions League with. Following his first years in Portugal, José moved to England, where he won two consecutive national titles with Chelsea.


He continued his career in Italy, where he won his second UEFA Champions League with Inter Milan, along with two national championships with the same club. After two years, he signed with Real Madrid, where he spent three season winning all the most important trophies – Spanish league, cup and super cup. Following that period, he returned to Chelsea and won the Premier League for the third time, later moving to Manchester United. Since November 2019, José Mourinho has been working as a head coach of Tottenham Hotspur.


José is married and has two children – daughter Mathilda and son José Jr.

Our partnership with José
Press release

XTB, one of the leading stock exchange-listed FX & CFD brokers in the world, has joined forces with José Mourinho, one of the most decorated football managers of all time. The Portuguese coach has won a domestic title in a record four different countries (Portugal, England, Italy and Spain) and is one of only three managers to have won the UEFA Champions League twice with two clubs. Mourinho will be XTB’s global ambassador for the next two years.

- I am really happy to announce our partnership with José Mourinho who is not only an extraordinary individual, but also a symbol of a manager who built his success on both strategy and a winning mindset. His story resonates well with our brand values and strategy. We share the same desire to achieve what we want and love. As José helps his team become the best in the world, we want to help our clients to become even better investors with XTB, providing the highest level of service and technology - said Omar Arnaout, CEO of XTB.

The announcement of the cooperation between José Mourinho and XTB marks the start of the broker’s new global branding campaign ‘Be like José’. The creative idea of the story is based on the concept of similarities between challenges faced by investors every day and those faced by a football manager. A good strategy, the desire to win, and learning from failure are the main factors of success in both football and finance. 

- I am delighted to become XTB’s ambassador for the coming years. In my discussions with XTB and getting to know each other, it was immediately clear to me that we share many of the same values in our respective journeys; passion, professionalism, care and genuine love for what we do. So I’m really happy to work with the amazing team at XTB and share my own experiences with their 200,000 plus traders worldwide. If you want to trade, be like me, choose XTB. – said José Mourinho.

Our campaign with José
Interview with Omar Arnaout

Omar Arnaout, CEO of XTB talks about new global marketing campaign 'Be like José' featuring one of the best football managers of all time - José Mourinho. Read why XTB decided to hire new global brand ambassador and why José and XTB are a great team!

It has been several years since your last campaign with a global brand ambassador. Why have you decided to get back to this concept?


Omar Arnaout, CEO of XTB: The XTB brand is strongly recognised around the world and we are aware of how important of a role our former brand ambassadors have played in achieving this goal. In the past few years, we have put a lot of focus on other areas of our business, such as technological development, the increase of our product offering and the strong optimisation of many of our core processes. We will continue to put a lot of focus on those areas, but we also believe that now is the right time to once again work with another great brand ambassador, this time one of the most successful football managers in the history of the sport, José Mourinho.


Mads Mikkelsen was an actor, in 2020 you signed a partnership with a renowned football manager. Do you feel that the world of football resonates better with XTB or has this choice been motivated mostly by marketing factors?


I believe that there are many similarities between being a successful football manager and a successful trader. You should have a strategy that gives you a higher probability of achieving success rather than defeat, but you should also be ready to adapt this strategy depending on the circumstances. You should also be disciplined and mentally tough, because, similarly to managing a football team, losses in trading are part of the process, but what is key is to learn from this experience and come back better and stronger.


Why did you choose José Mourinho to become XTB’s global ambassador?


Choosing José Mourinho as our new brand ambassador was a no brainer to us. José is a winner and he epitomises many of the things many of us would like to achieve in our lives. We as a company work very hard every day to provide our clients with the best quality of service, support and technology for them to achieve success. Similarly to José, we do all that we can to be the best in the world at what we do.


Did the global pandemic have any impact on the campaign with José Mourinho?


The preparation of a successful marketing campaign is a long and often difficult process and the global pandemic surely didn't help in making this process easier. On the other hand, thanks to both José Mourinho and his team, along with the very hard work of our team at XTB, we were able to have the campaign ready with the highest quality of materials with no major delays. 



Our group awards

A CFD összetett eszköz, és a tőkeáttétel miatt a hirtelen veszteség jelentős kockázatával jár. Ennél a szolgáltatónál a lakossági befektetői számlák 82 %-án veszteség keletkezik a CFD-kereskedés során. Fontolja meg, hogy érti-e a CFD-k működését és hogy megengedheti-e magának a veszteség magas kockázatát.