HSBC renews rugby sponsorship

HSBC has renewed its sponsorship of rugby league team the Waratahs as well as  the British and Irish Lions Australian Rugby Union Tour.

The announcement:

HSBC has cemented its position as the dominant global sponsor of rugby, simultaneously announcing the renewal of its naming rights sponsorship of the HSBC Waratahs until the end of 2013 and its Principal Partner sponsorship of the British and Irish Lions Tour to Australia in 2013.

The new agreement with Waratahs Rugby will take HSBC’s partnership with the Waratahs to 12 years, the longest principal naming rights sponsorship in the history of NSW Rugby.

The British and Irish Lions sponsorship, just announced in London, continues the successful association between the prestigious touring side and the Bank that was first signed in 2007. The agreement means that HSBC are the first Principal Partner to ever renew a sponsorship with The Lions and will see the bank become shirt sponsor of the team once again.

Paulo Maia, Chief Executive Officer of HSBC Bank Australia, said: “HSBC’s rugby investments cover more than 30 countries and territories, from the pinnacle of the elite game with the British and Irish Lions tour to the development of emerging rugby countries through the HSBC Asian 5 Nations.

“The common thread that runs through all of HSBC’s rugby sponsorships is a desire to unite people and cultures through the positive values of rugby. And our longstanding partnership with the New South Wales Rugby Union and the Waratahs does just that.

“HSBC’s partnership with the Waratahs has been one of mutual success – driving business growth and boosting brand awareness and engagement for HSBC while supporting the HSBC Waratahs as one of the flagship teams in the Super Rugby competition.

“But it also allows us to make a valuable community contribution at the grassroots level of rugby – in 2010, HSBC’s Free Kick rugby clinics gave over a thousand Australian kids an opportunity to train with their HSBC Waratah heros.

“As HSBC embarks on a sustained period of expansion in the Australian market, it’s timely that we reinforce our commitment to the HSBC Waratahs and recognise the benefits this partnership brings. I look forward to continuing our shared success both on and off the field,” Maia said.

Edwin Zemancheff, Chairman of Waratahs Rugby, said: “The partnership between HSBC and the Waratahs has been integral to the on-field success of the team ever since our association began. We have always worked very closely with each other to drive the mutual successes of both organisations and HSBC’s decision to renew its sponsorship is a positive reflection on the success of our relationship.

HSBC renews Waratahs sponsorship as part of global rugby push /2 ends/all “There are very few sporting sponsorships which span more than an initial contract, so to move into our second decade with HSBC is not just exciting, it’s historic.

“We’re looking forward to the partnership continuing to be successful over the coming years, and we’ve already got an eye on a possible HSBC Waratahs v HSBC Lions clash in 2013, which will be a fantastic celebration,” Zemancheff said.

Commenting on the British and Irish Lions partnership, Sandy Flockhart, Executive Director for HSBC Holdings plc, said: “We are delighted to renew our association with one of the world’s greatest ever sporting events. Today’s announcement is a demonstration of the continued international appeal of the British & Irish Lions, and HSBC is committed to building on the successful relationship that was forged on last summer’s Tour to South Africa. I have no doubt that the next three years will be an exciting journey for both HSBC and The Lions.”

Globally, the HSBC Group continues to ramp up its push into rugby sponsorships. As well as the Waratahs and Lions partnerships, HSBC has signed a five-year deal with the IRB Sevens World Series, taking naming rights to the record-breaking Series, which comprises tournaments in Dubai, South Africa, New Zealand, USA, Australia, Hong Kong, England and Scotland. The Series will now be known as the HSBC Sevens World Series and will begin with the Emirates Airline Dubai Sevens on December 3.

These new initiatives build on HSBC’s existing rugby heritage:

· HSBC is a long term sponsor of the Penguin International Rugby Football Club.

· HSBC is the title sponsor of the Asian 5 Nations tournament.

· HSBC was the Principal Partner of the British & Irish Lions Tour to South Africa in 2009.

· Last year, HSBC created the world’s largest grassroots rugby program uniting over 60,000 children in England, Ireland, Scotland, Wales and South Africa as part of the 2009 British and Irish Lions sponsorship.

Source: HSBC press release


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