3 December 2019

HSBC Australia unveils new brand partnerships

HSBC Australia has announced it is diversifying its sponsorship program for 2020 onwards, adding new arts and sporting partnerships as it steps up its efforts to grow its brand, presence and market share in Australia.

Today, HSBC has unveiled new brand partnerships with Opera Australia, Sydney Swans Football Club, and the Queensland Art Gallery | Gallery of Modern Art (QAGOMA). These complement the bank’s existing relationships with the HSBC Sydney Sevens rugby tournament and Badminton World Federation.

Noel McNamara, Interim CEO, HSBC Australia, said the new partnerships were a natural fit for the bank: “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.

“We are delighted to be partnering with Opera Australia, the Sydney Swans and QAGOMA and we look forward to working closely with them to bring incredible experiences to our customers and the community,” he said.

From left to right: Jane Ede (Opera Australia), Ellia Green (Australian Rugby Sevens), Noel McNamara (Interim CEO HSBC Australia), Josh Kennedy (Sydney Swans), Geraldine Barlow (Queensland Art Gallery | Gallery of Modern Art)


Opera Australia

One of the world’s most active opera companies, Opera Australia stages more than 600 performances around Australia every year.

From 2020, HSBC will join Opera Australia as Hero Partner, and it will also be the Principal Partner of the iconic Handa Opera on Sydney Harbour.

Opera Australia CEO Rory Jeffes said: “Opera Australia is incredibly proud to be partnering with HSBC. Not only is it the world’s leading international bank but it is also a significant player in the Australian banking sector.

“We are confident that a partnership like ours, with its roots firmly focussed on excellence in all that we do, will bring benefits to both our organisations’ customers, staff and the wider community as a whole.”

Sydney Swans Football Club

HSBC will join the AFL’s most widely-supported club – the Sydney Swans - as Premier Partner and Official Banking Partner for the next three years.

Joining the legion of fans across Sydney and Melbourne, HSBC will also be the match-day sponsor for the Swans’ annual Pride Game, aligning with the bank’s commitment to diversity and inclusion.

Welcoming HSBC to their team, Sydney Swans CEO Tom Harley said:

“We’re thrilled to have HSBC join the Sydney Swans family as a Premier Partner and our Official Banking Partner,” Harley said.

“Our brands share a wonderful alignment in our commitment to deliver quality experiences, support our local community, and of course, red and white.

“At the Sydney Swans we’re really proud of our Diversity Action Plan and the role we play in celebrating pride, and I know our annual Pride Game is a highlight that HSBC is keen to play a role in.

“On behalf of everyone at the Swans I would like to thank HSBC for their support. We look forward to working together in the seasons ahead.”

Queensland Art Gallery | Gallery of Modern Art

HSBC will join Queensland’s premier visual arts institution, Queensland Art Gallery | Gallery of Modern Art (QAGOMA) as the Principal Partner of its summer exhibition – Water.

QAGOMA Director Chris Saines said the Gallery was delighted to welcome HSBC as Principal Partner on its blockbuster summer exhibition ‘Water’, which explores artistic responses and human connections to this vital element.

“HSBC’s longstanding recognition of water as a cornerstone of healthy communities and its support for sanitation and education programs around the globe align perfectly with this exhibition, and with QAGOMA’s own sustainability initiatives.

“We thank HSBC for their support and look forward to working with them to deliver this timely and impactful exhibition.”

Media enquiries:

Ashleigh Baines
T: +61 2 9255 2385
M: +61 466 939 408
Email: ashleigh.baines@hsbc.com.au

David Matthews
T: +61 2 9006 5682
M: +61 424 859 836
Email: david1.matthews@hsbc.com.au