HSBC British & Irish Lions Tour 2009

Agency: Fast Track
Client: HSBC
Tagged in: Sponsorships

Overview / Objectives

  • Negotiate and deliver all aspects of the HSBC sponsorship of the British & Irish Lions Tour 2009
  • Establish HSBC as the number one brand associated with the Lions
  • Provide opportunities for HSBC businesses to develop and maintain income, as well as motivate employee engagement

Strategy / Solution

  • To deliver all aspects of Fast Track’s activation plan, including a major hospitality programme in the UK & Ireland and in South Africa
  • The world’s biggest schools rugby programme
  • A major media partnership with the Telegraph
  • Communications activity promoting the sponsorship
  • Identify four Lion’s players to act as HSBC ambassadors for the duration of the sponsorship to negotiate a grass roots programme with all four Home Unions
  • Ensuring all elements of the contract are delivered and fully exploited Fast Track works with BLL to forge successful partnerships with the other official Lions sponsors including First Cape Wine, Guinness and Adidas


  • Four of the greatest ever Lions players were announced as Ambassadors in 2008, and have played an important role for HSBC
  • Launch of the HSBC Rugby Festivals in Oct 2008 in Manchester. Subsequent launches in Ireland, Wales and Scotland
  • Initiative extends into South Africa in 2009 through a twinning and kit collection scheme between schools in the UK and SA
  • Significant media exposure for the sponsorship in the UK & Ireland, and internationally