Cyndie Wang, Hewlett Packard Enterprise
Everyone in sponsorship marketing knows that sometimes less is more, and the right partner-property fit is more important than deal size. In reality, it takes extraordinary discipline to actually deliver on those principles, and Hewlett Packard Enterprise’s Cyndie Wang has done it.
After a long stint at Visa, where she cut her teeth on the Olympics, and another at Octagon, Wang joined Hewlett Packard’s sponsorship shop in 2013. Since then, she’s endured headline-grabbing changes at the tech giant as it first split into HP and HP Enterprises in 2015, and then again two years later when it spun off the software business.
During this time, she intentionally downsized the portfolio, centralized sponsorship marketing into a single center of excellence, and executed a strategy that would include only deals that could lead directly to enterprise sales. Wang understands that properties need more than just a check — they need help optimizing the fans’ experience — and knows how to close the deal to make that happen.
HPE is integral in the construction of a new tech-enhanced stadium for Premier League club Tottenham Hotspur, and will deliver connectivity services for fans at the Ryder Cup. Wang also has finished another deal with the Mercedes-AMG Formula One team, which will use HPE technology to drive vehicle development.
Of her approach to dealmaking, she says: “People don’t think I’m trying to sell them on something they don’t want. I want to work with them to create something that’s advantageous to them.”
— Ben Fischer