Fast Track were instrumental in assisting and securing the sponsorship deal for HSBC and will now be tasked with the activation and delivery of the bank’s contractual rights around the prestigious Lions tour of the newly crowned World Champions.
The team at Fast Track have already been hard at work to launch the sponsorship, organising the announcement to media (rugby, financial and general sports correspondents) and staff at HSBC’s global headquarters in Canary Wharf on 20th November.
HSBC are not in the habit of opening their doors to the media but in a highly unusual move, the bank allowed close to 100 guests onto the 41st floor of their headquarters for an announcement by David Hodgkinson, MD and COO (No 3 within HSBC globally) and Dyfrig John, Chief Executive, accompanied by members of the British & Irish Lions committee and 4 Legends of previous tours – Martin Johnson, Gareth Edwards, Paul Wallace and Gavin Hastings.
The Lions Legends also received a rapturous welcome onto the HSBC trading floor the same morning, as they visited staff and announced the sponsorship internally.
Coverage from the announcement was blanket across all nationals as well as BBC News 24, Sky Sports, Talksport and BBC 5 Live – particular highlights were the Daily Express and The Times (attached).
Fast Track will now be assisting HSBC, the shirt sponsor for the tour, to work closely with the British & Irish Lions Committee to develop a programme of business-to-business, consumer and grassroots activity during the build-up to the tour.
Particular activity will focus on HSBC’s workforce of over 40,000 staff in the UK as the bank looks to share the benefits of this high profile sponsorship internally as well as externally. A full scale advertising campaign will be created to promote HSBC’s proud association with the Lions. The theme will be continued in branch throughout HSBC’s 1500 UK outlets that look after 15 million personal and 1 million business customers.
At the forefront of this partnership between two powerful global brands is a desire to grow the sport of rugby union. HSBC plan to commit significant resources to a full scale grassroots rugby programme both throughout Britain and Ireland as well as South Africa. Fast Track will also be tasked with devising and implementing this integral part of the project.
END
For more information please contact Alex Brown at Fast Track on 020 7593 5275 / alex.brown@fasttrackagency.com or visit www.fasttrackagency.com
