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SBD Global/January 22, 2013/Marketing and Sponsorship

HSBC's Head Of Sponsorship And Events Talks About Bank's Investment In Sports

With the just concluded Abu Dhabi HSBC Golf Championship growing in status and popularity, HSBC says "it feels its backing of the event represents money well spent," according to Satya Narayan of GULF NEWS. In an interview with Gulf News, HSBC’s Global Head of Sponsorship and Events Giles Morgan said that his company's investment in sports sponsorship, while reflecting the bank’s business and brand, was "solely aimed at tapping into the passions of its customers worldwide." Below are some highlights of the interview (GULF NEWS, 1/21).

Q: HSBC is involved with quite a number of golf events. Any particular reason why you are playing so much focus on this sport?
Giles Morgan: HSBC uses its international sports sponsorship portfolio to provide a platform to build relationships with our most important customers in our most important markets by creating spectacular brand experiences. Golf is a sport which embodies many of the values we hold dear, so it makes absolute sense for us to invest in golf, especially in emerging markets where there are huge opportunities for growth.

Q: What are the other sporting events HSBC is involved with?
Morgan: In rugby we are proud sponsors of the British and Irish Lions, who tour Australia this summer, plus the HSBC Sevens World Series, with its major showpiece events in Dubai and Hong Kong. We are also a major sponsor of the Wimbledon Championships.

Q: What are the guiding principles which HSBC follows to decide whether to support a sport/event?
Morgan: As mentioned earlier, HSBC uses its sports sponsorships to provide a platform to build relationships with our most important customers through spectacular brand experiences. We are an investor, stakeholder and influencer in sports, which many of our customers are passionate about.

Q: With the banking industry facing troubled times around the world, has this in any way affected sponsorship of sport?
Morgan: The current financial climate means that these sponsorships are important to reflect our business and brand, but that it also becomes even more important that they are meeting the needs and goals of the business and that they are a sound investment. We see this as an investment to help grow our business around the world.
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