On 15 January, global finance giant HSNC posted a multi-sponsorship montage video trumpeting its sponsorship of women’s sport.
The social spot asks ‘What if normal was never good enough?’ and the states ‘We’re proud to continue to support a greater voice for women’s sport. Together we will come back stronger than ever’.
This activation – which spans the bank’s badminton, cycling, golf, rugby and tennis partnerships – blends action and athlete video call footage and runs under the tagline ‘Together We Can Do Anything’ (reflecting HSBC’s ‘Together We Thrive’ brand promise and its long-term partnership strategy which is based around forming connections through passions and experiences (with a focus on improving physical and mental wellbeing).
Comment:
The film follows research showing that the pandemic is damaging women’s sport more than the male equivalent. Indeed, a British parliamentary report by the Digital, Culture, Media and Sport Committee recently found that the coronavirus crisis has had a disproportionate impact on the already under-funded women’s sport’s space and exacerbated inequality.
Links:
HSBC Sport
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