HSBC: Hong Kong Sevens

HSBC views sponsorship as a business investment to achieve specific business goals. The bank has worked successfully with Fast Track on its broad portfolio of rugby properties in key markets around the world since 2007. Fast Track's creative thinking and solid delivery across communications, community, customer and staff engagement has been integral to helping HSBC effectively use rugby to engage with its target audiences and achieve those business objectives.

- Giles Morgan, Group Head of Sponsorship and Events, HSBC Holdings plc

HSBC: Hong Kong Sevens

The Challenge

  • Create a world-class activation programme around the Cathay Pacific / HSBC Hong Kong Sevens that allowed HSBC to engage their key customers and workforce

  • Enhance brand and corporate reputation amongst rugby fans and the Hong Kong community

Our Response

  • VIP hospitality programme in the lead up to and at the HK7s to provide an exclusive platform for key customer engagement

  • Targeted local and international media engagement programme

  • Extensive internal engagement programme including integrated internal communications programme, bespoke staff events, family rugby day, and dedicated internal ticket ballot

  • Internal volunteering programme allowing staff the opportunity to chaperone over 8,000 local school children attending the tournament

  • Development of an HSBC Sevens Village and Interactive Rugby Zone open to fans with up-weighted HSBC customer benefits

  • Community engagement initiatives including a giant Hong Kong Team shirt accompanied by Hong Kong's first ever official mascot and coaching initiatives in the lead up to the tournament

The Results

  • •92% of RMs felt that the guest experience had ‘definitely’ strengthened customer relationships
  • •95% stated the quality of the HSBC experience was good or excellent 
  • •94% felt that the experience had increased customers’ understanding of HSBC
  • •89% felt the experience had increased RM’s understanding of their customers  
  • •Over 10,500 people attended the Sevens village and HSBC World of Sport, with 99% satisfaction and 88% saying they would recommend HSBC as a result


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