Background Case Study – HSBC British & Irish Lions 2009 Implementation HSBC wanted to build on their Lion’s sponsorship to reflect and magnify the unique, binding spirit of the team across the Lions (past and present), the fans, HSBC customers and HSBC staff. Build the rugby credibility of HSBC as title sponsor for the 2009 British & Irish Lions tour of South Africa Key measures of success: 1. Become the number one brand associated with the Lions 2. Deepen understanding of HSBC brand by communicating commitment to Lions Rugby 3. Motivate and boost employee engagement 4. Use Lions platform to provide opportunities for HSBC businesses to develop 5. Drive traffic to the HSBC section of lionsrugby.com The Brief Results • HSBC was first in awareness as a Lions sponsor: 29% pr

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