Sports and Arts Partnerships
Brand partnerships play a key role for our brand, our clients and our colleagues. They aim to increase saliency and trust for our brand through connecting to our audiences through the ‘things’ they care about whilst deepening relationships with our clients through exclusive access and elevated experiences along with building pride with our colleagues to support retention and attract talent.
We believe in the spirit of partnership and use our expertise and international scale to help sports grow and reach larger audiences, something we’ve done for over 50 years.
Our grassroots programmes bring some of the biggest sports in the world to children and young people, and help to identify and support talented athletes.
Golf
Our ambition is to bring golf to more people across the world. We’re focused on helping to expand the women’s game, the next generation of players and building the sport in emerging markets.
Our new global golf partnership
We’ve agreed a multi-year global partnership with LIV Golf to open up a world of opportunity for golf, both on and off the course.
Supporting women’s golf
We’ve supported ‘Asia’s Major’ the HSBC Women’s World Championship in Singapore since 2008 and in 2022 became Patron of The AIG Women’s Open.
Creating new opportunities
Our junior golf and grassroots initiatives nurture future talent and help millions of young people to try golf for the first time.
Rugby Sevens
As the title partner of HSBC SVNS – formerly HSBC World Rugby Sevens Series – we use our unique international network to support this ambitious and innovative global sport in its pursuit of opportunity.
The partner of growth
We’ve helped World Rugby navigate change to find new opportunities for the sport and all within it, including investing in local grassroots initiatives worldwide.
The global sport
Alongside our partners we’ve leveraged our network to expand the reach of rugby sevens globally, connecting communities and building into emerging markets.
Changing the game
Guided by our shared values we’ve helped the sport evolve, including by embracing gender parity and innovating with new entertainment offerings.
Tennis
HSBC shows up across the Tennis territory through a range of Partnerships within our key markets, offering unique experiences for our clients. These include our title partnership with the HSBC Championships at Queens, Presenting Partner of the Mexican Open and through our Global Brand Ambassador partnership with Emma Raducanu.
HSBC Championships
HSBC signed a partnership with the Lawn Tennis Association (LTA) to become the title sponsor of the HSBC Championships. The opportunity to partner with the LTA opened up when the tournament evolved from a men’s only 1 week format to 2 weeks incorporating a new women’s event providing us with the opportunity to showcase our brand, host our clients and engage with our colleagues.
Mexican Open
HSBCs partnership with The Mexican Tennis Open has strengthened our market presence over the past 20 years connecting customers with experiences that include access to matches, accommodation and hospitality.
Meet Emma Raducanu, our global brand ambassador
We’ve teamed up with the 2021 US Open champion with the shared ambition of creating opportunities for young people. Emma is a champion for global connectivity, inclusivity and opening up the benefits of sport to a wider audience.
Badminton
We’re passionate about expanding the sport’s reach and together with the Badminton World Federation (BWF) have been instrumental in helping more people than ever before to pick up a racket.
An accessible sport
As Global Development Partner, we launched ‘AirBadminton’ with the BWF, and to date opened 50+ free-to-use courts for the public across China, allowing anyone to try the sport.
A global game with tournaments around the world
We’re the Principal Global Partner and Global Development Partner of the Badminton World Federation (BWF), Title Sponsor of the BWF World Tour and World Tour Finals, and Premier Sponsor of the BWF Major Championships.
Football
Through our football partnership with Tottenham Hotspur Football Club we’re helping to regenerate and upskill some of the communities we serve.
Team partnership
We’re the Official Banking Partner for the men’s and women’s teams.
Employment opportunities
We’re supporting the club’s stadium development scheme, which aims to create 3,500 new jobs.
Community programmes
We run financial fitness sessions for youngsters in the local community as part of the club’s community outreach programme.
Arts and Culture
At HSBC, we are passionate about the arts. Our current portfolio supports multiple art partnerships around the world, including M+ in Hong Kong, Abu Dhabi Art in the UAE, National Gallery in Singapore, as well as multiple institutions in the UK to name a few.
Our ambition is to build a lasting arts and cultural platform globally to complement our sports portfolio. We're expanding and internationalising our existing arts partnerships focusing on our key audiences’ passion points and our areas of growth.
Want to make a partnership proposal? Please complete our application form (opens in new window).