This week’s guest is Giles Morgan, global head of sponsorship & events at the Hong Kong and Shanghai Banking Corporation, aka’d as HSBC.

HSBC spends hundreds of millions of dollars annually on sponsorship activity - and receives 11,000 sponsorship requests per year – and as you’ll hear from the first topic of conversation, we discuss how to break through the noise with your pitch to Giles and his team.

Also on the agenda:

- How the HSBC sponsorship team keeps up with the bank’s business objectives – no mean feat for a global organisation of 250,000 employees;

- How to deal with internal pushback on marketing decisions;

- The bank’s flagship sponsorships in golf and rugby, as well as it’s fabulously successful and highly visible long-running airbridge advertising campaign – we might also find out what Giles’s favourite airport is;

- The bank’s new deal with British Cycling and why cycling is increasingly appealing to the marketing teams at financial institutions;

- And we find out how, working in an organisation of data-loving bankers, HSBC measures sponsorship ROI.

Enjoy the podcast – like, subscribe etc – and, actually, why not recommend the podcast to a friend or colleague.