HSBC Australia has signed up as a premier partner and the official banking partner of the Sydney Swans Australian Football League club.
As part of the agreement – which will run for three years, from 2020-22 – HSBC will become the official match-day sponsor of the Swans’ annual Pride Game.
The bank’s move into Australian rules football has been confirmed just days after HSBC announced that it would not be renewing a sponsorship deal with Rugby Australia into 2020 following a six-year partnership that covered all home matches played by the Wallabies rugby union national team.
The Sydney Morning Herald reported that HSBC was keen to explore other sports, although the bank will remain the title sponsor of World Rugby’s Sevens Series until 2022-23 in a deal worth between $10m (€9m) and $12m per year, according to SportBusiness Sponsorship.
HSBC also has another partnership in rugby union with Canada Rugby.
Following the Swans deal, HSBC Australia’s interim chief executive, Noel McNamara, said: “HSBC has strong ambitions to grow in the Australian market. With the bank set to begin a new three-year plan in 2020, we took the opportunity to refresh our partnership strategy to ensure it mirrors the cultural and sporting interests and passions of our diverse customer base.”