How HSBC links sponsorship to business success

This report addresses how HSBC, the financial services group, has transformed its approach to sponsorship.

How HSBC links sponsorship to business success

Low Lai Chow

"Sponsorships should be about answering a business strategy, not a reaction to events that are happening around the world," Giles Morgan, HSBC's group head of sponsorship and events, asserted at the Sports Matters conference, held in Singapore in September 2013.

And he should know. Prior to joining HSBC eight years ago, Morgan was a sought-after sponsorship marketing consultant who worked with a number of international clients and top agencies for more than 15 years. He also divulged that a single glance at HSBC's sponsorship portfolio on his first day at...

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