|Giles Morgan- Head of Sponsorship, HSBC|
|Profile of the week|
Monday, 01 October 2012 12:55
Giles Morgan is the Head of Sponsorship at HSBC.
Since joining HSBC in 2005, Giles has been instrumental in developing HSBC's global sponsorship portfolio in sport and cultural programs around the world.
Most recently, Giles has overseen the bank’s engagement with the Cathay Pacific/HSBC Hong Kong Sevens and their overall sponsorship of the International Rugby Board’s global sevens tournaments, the HSBC Sevens World Series.
HSBC has also renewed its sponsorship as Principal Partner of the British and Irish Lions Tour to Australia in 2013.
In 2010, he expanded HSBC’s International golf sponsorship portfolio by becoming a Patron of the Open Championship and the title sponsor of the Abu Dhabi HSBC Golf Championship.
Prior to joining HSBC, Giles was a leading sponsorship marketing consultant with over 15 years of experience working with a wide variety of international clients.
Based from HSBC's global headquarters in London, Giles has two children.
He is a loyal fan of Welsh Rugby and a keen golfer. Two of his personal sporting ambitions are to see Wales win the Rugby World Cup in 2015 and to have a round of golf where he scores in the 70s.
By Ismail Uddin
What does your role entail?
My role is to set the strategy for HSBC globally, in terms of what we sponsor commercially, all the guidelines and all of the provisions for sponsorship around the world for a company that is in 88 countries, and has 110 million customers. It’s a pretty sizeable operation.
We have 280,000 employees setting up the guidelines, managing the investment of what we do in terms of sponsorship, which is largely focused on culturally activities and sport, in particular golf and rugby.
Then, managing those sponsorship properties, making sure that we activate them and that we deliver against the business objectives.
How does this compare to your previous role as Managing Director of Gem Group?
It’s quite different working in an agency. I was there to help customers who were big companies, like Vodafone, and give them advice about how to manage their sponsorship. Now, I have to do it for myself and take consultancy perhaps from other people.
Being a Managing Director is very much about not only looking for new business and doing the job of consulting for clients, but also managing the welfare of a big team and career ambitions. It was much more of a management role, whereas this is much more about what I believe I have some expertise in, which is sponsorship and the investment of it.
Is it more of the type of role you want to do?
Yes, I enjoy it. I work for one of the world’s leading companies and we have a clear sponsorship strategy that we’ve set out. I get to travel and meet interesting people, so it’s a good role.
HSBC sponsor a few golf events, what are the different strategies behind these moves?
Sponsorship for us is quite clear; we look to put on big events in our key countries where we do business, so normally between the top ten to fifteen countries that connect with our best customers. That’s our sponsorship strategy.
The markets where we are involved in golf are our biggest countries, so we’re in Singapore, where there’s a golf tournament, we’re in Shanghai, London – well, the UK - with the Open Championship, we have the World Golf Championships in North America and we have tournaments in Brazil. These are all major markets for HSBC.
So the strategy is to put big flagship events in our key countries and we do that through culture, rugby and golf.