Over his 12-year career leading HSBC’s sponsorship activities, Morgan sanctioned the spend of over a billion dollars. Over Christmas biscuits and a cup of strong tea in his kitchen, our conversation covers:
– What’s next after leaving one of the best jobs in global sport;
– Storytelling and a new nomenclature for sponsorship;
– Toxic rights holders and risk assessment; golf’s issue with women and how HSBC pressed for change; British Cycling’s governance issue – and how a sponsor’s position can remain tenable in adversity;
– Why sponsors need to get edgier in their associations and talk the language of the fan;
– Iconic stadiums as marketing collateral and why some – such as the London Stadium – fail to attract the naming rights sponsorship they want;
– Why there’s a lack of takers for a string of blue-riband sponsorship opportunities across British sport;
– When hospitality activation goes wrong – an episode from a Lions tour.
Listen to the interview below, and subscribe today on iTunes, Stitcher, Overcast, or your chosen podcast platform.
