Rolling out from Mid-June, HSBC activated its new four-year ambassador partnership with British women’s tennis number one and reigning US Open champion Emma Raducanu through an intergrated campaign which blends the endorser tie-up with its sponsorship of Wimbledon.
As the banking giant seeks to collaborate on sports initiatives and financial opportunities which engage a new generation, this dual activation was spearheaded by a hero spot and backed by an outdoor activation strand and social media content, as well as on-site experiences at The Championships.
The lead ‘Introducing Emma Raducanu In Her Own Words’ spot was posted across HSBC’s own online channels from 16 June and, as well as mentioning that Raducanu has been an HSBC customer since she could pick up a racket, she tells stories about her tennis journey so far and the opportunities which lie ahead.
Well done to our partner @EmmaRaducanu. It’s been a pleasure watching you on the court at #Wimbledon this year and we can’t wait to see you back again! pic.twitter.com/XBs0IBd27T
— HSBC UK (@HSBC_UK) June 30, 2022
Well done to our partner @EmmaRaducanu. It’s been a pleasure watching you on the court at #Wimbledon this year and we can’t wait to see you back again! pic.twitter.com/XBs0IBd27T
— HSBC UK (@HSBC_UK) June 30, 2022
Welcome our talented partner @EmmaRaducanu to the court! We’re #Wimbledon ready, are you? pic.twitter.com/XyxetnjB1C
— HSBC UK (@HSBC_UK) June 27, 2022
Enjoying the action at #Wimbledon today? If you’re an HSBC customer, don’t forget to claim your free Strawberries and Cream to enjoy with the tennis! pic.twitter.com/FRZKj05Rfg
— HSBC UK (@HSBC_UK) June 29, 2022
The Raducanu/HSBC deal will focus on shared interests and values between the bank and tennis player whilst championing internationalism, inclusivity and opportunity with a focus on the next generation.
“HSBC has had a longstanding relationship with Emma and her family for many years,” explained HSBC Global Chief Executive Noel Quinn. “We’re hugely proud of Emma and what she has already achieved in her professional career. We also believe there are some really great and innovative ways that we can work with her to inspire and educate young people, which is why we’re so pleased to have forged this new long-term partnership.”
Raducanu herself added: “To partner with HSBC is so natural for me having grown up playing in the HSBC Road to Wimbledon and having been a customer for many years. If I wasn’t a tennis player, I would definitely want to work in finance so I’m excited to learn more about the industry in the years to come. We are working on some really cool ideas and I’m particularly looking forward to working on initiatives that help young people such as financial education but watch this space.”.
Comment
Raducanu, who made some tennis history in 2021 she became the youngest female British player to win the US Open and the first to win from qualifying without dropping a set,, has since faltered a little on the tennis circuit but signed a raft of lucrative sponsorship deals.
The 19-year-old’s endorsement portfolio includes Nike, British Airways, Porsche, Evian, Dior, Tiffany’s and Vodafone.
Indeed, HSBC’s ‘in her own words’ concept has echoes of Nike’s own ‘What Are You Working On?’ activation of its Raducanu relationship marketing around Wimbledon 2022.
While this boost to its tennis marketing enhances HSBC’s sports marketing strategy which is anchored by its focus on five Olympic sports – golf, rugby sevens, tennis, badminton and football – all activated with a commitment to future generations and a sustainable and accessible future for sport.
HSBC has been official banking partner of The Wimbledon Championships since 2008 through which it has run hospitality and ticketing initiatives as well as through-the-line activations, as well as supporting the Ticket Resale Scheme since 2010 and generating £1.8mto charities through its ticket re-sale work alongside the Wimbledon Foundation.
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