2014 winner: HSBC Best from outside the UK winner - case study

The British & Irish Lions represent the pinnacle of northern hemisphere rugby and is a unique sponsorship in international sport. It represents a once in a lifetime experience for players and fans. Following a successful sponsorship of The Tour in 2009, HSBC became the first ever sponsor to renew its association with The Lions for the 2013 Tour to Hong Kong and Australia.

We know that rugby in general appeals to our target audience and the 2013 Tour enabled us to engage with our customers and employees in our key markets of the UK, Ireland, Hong Kong (where the team were playing for the first time ever) and Australia. HSBC Middle East were also actively involved in the sponsorship as an extension of their existing rugby programme.

As Principal Partner, HSBC was able to reward and benefit customers and staff, as well as general fans, during an 18 month programme of activity in what became the most integrated sponsorship programme the bank has ever undertaken.

Specific objectives were set by HSBC for the sponsorship:

• Build stronger relationships with our core target customers.
• Enhance Brand/Corporate reputation.
• Engage employees in order to generate pride.
• Develop engaging, ‘talked-about’ fan experiences.
• Deliver greater commercialisation to drive RBWM business.

The sponsorship campaign was underpinned with the positioning ‘Legendary Journeys’ which captures the unique nature and experience of The Lions for players and fans alike. Through our activation programme, customers, employees and rugby fans were given the opportunity to be a part of the journey whether physically or remotely.

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