Sponsorship made tangible: Insights from HSBC, General Motors, Puma and UBS

In this event report, the brand sponsors share their insights and lessons from association with some of the world's most prominent sporting events and teams.

Sponsorship made tangible: Insights from HSBC, General Motors, Puma and UBS

Low Lai Chow

"Doing sponsorships is a bit like dating," revealed Adrian Toy, Puma regional director of marketing for APAC, at the Sports Matters conference that took place this September in Singapore.

"Your dates know what they like – they like an Italian restaurant or a Chinese restaurant. But you don't really know what they like. So you have to go out together and say, 'Let's try a few things.'

Toy was speaking at a panel session about effective sponsorship activation strategies alongside Mark Harland, General Motors marketing director;...

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