HSBC Activations: World Rugby SVNS
Executive Summary
From 2016 to 2024, Access Management was entrusted with designing and delivering HSBC’s brand activation and hospitality experiences across the World Rugby Sevens Series. The objective was to bring the HSBC brand to life through engaging, premium environments that offered memorable, world-class experiences for VIP guests, families, and general spectators alike. Access’s strategic planning, creative design, and operational excellence ensured consistent, impactful activations at international venues over the course of nearly a decade.
Challenge
- Creating immersive brand environments that reflect HSBC’s global identity
- Managing hospitality and activations at multiple international tournament locations
- Ensuring seamless guest experiences in high-traffic, live sporting event settings
- Catering to distinct audience groups: VVIPs, premium spectators, and families
- Maintaining operational consistency and high standards across eight years of delivery
Solution
Access developed and executed a comprehensive activation and hospitality strategy tailored to HSBC’s brand goals and audience segments:
Conceptualisation & Design
- Designed three distinct experience zones:
- Hospitality Area: A premium, raised stage setup for 50 guests, complete with a bar, catering station, and upscale lounge seating
- HSBC Hot Seat: An exclusive, pitch-side seating area with food & beverage services for 10–12 guests
- Family-Friendly Tent: Interactive space for families, including child activity areas and shaded seating, tailored to pre-defined size requirements
Event Infrastructure & Build-Out
- Installed temporary infrastructure, staging, and premium furniture for all zones
- Implemented secure access control systems and managed ticketing logistics
- Delivered tailored F&B services and branded merchandise
Brand Integration & Visual Identity
- Curated all artwork and signage to align with HSBC’s brand ethos
- Ensured cohesive branding across all touchpoints and environments
Operational Excellence
- Recruited, trained, and managed hospitality hosts and operational staff
- Oversaw VVIP shuttle coordination and arrival experience
- Deployed dedicated security teams and controlled attendee flow
On-Site Management
- Delivered end-to-end event management for each tournament location
- Maintained consistent service quality across years and venues
- Provided real-time problem-solving and responsive stakeholder communication
Results
Access Management’s long-standing partnership with HSBC produced consistent, high-impact outcomes:
- 8-Year Partnership: Sustained delivery of premium activations from 2016 to 2024 across the global Rugby Sevens circuit
- Brand Experience Excellence: Delivered immersive environments that enhanced HSBC’s visibility and audience engagement
- Operational Consistency: Maintained high standards of execution across multiple international venues and high-pressure environments
- Audience Satisfaction: Created memorable experiences for VVIP guests, general attendees, and families alike
- Trusted Delivery Partner: Reinforced Access’s status as a reliable, strategic partner for global brand activations
Conclusion
Access Management’s successful delivery of HSBC’s activations and hospitality at the World Rugby Sevens Series demonstrates their expertise in brand-focused event execution. Through thoughtful design, operational precision, and stakeholder alignment, Access elevated the HSBC brand across global sporting platforms-underscoring their ability to execute complex activations that span years, venues, and audience types.
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