Building long-term relationships with sponsorship: Insights from HSBC, Visa and Chelsea Football Club
Low Lai ChowWarc
"The reason why brands have long-term relationships with sponsorships is because they work," was the blunt assessment of Giles Morgan, HSBC's head of sponsorship & events, speaking at the Sponsorship Matters held in Singapore in May 2014.
Morgan was part of a panel session, alongside Fernando de Matos, Visa Worldwide's head of sponsorship for Asia Pacific, and Adrian New, Chelsea Football Club's managing director for Asia Pacific, which discussed the value of sponsorship in amassing long-term value for brands.
"If they're not...