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Guinness Strategic Sponsorship Consultancy & Activation
Background:
Through the years, GUINNESS has developed a powerful global relationship with Rugby. As part of their
strategy to establish the brand in China, GUINNESS was looking for a nationwide strategy to develop around
the sport in China that allowed it to connect with existing markets and reach out effectively to new markets.
Challenge:
To come up with a nationwide sponsorship and promotion strategy to reach the high level consumers of
premier draught GUINNESS and expand the market share.
Solution:
S2M negotiated a number of sponsorship acquisitions on behalf of GUINNESS including with the Chinese
National Team, a number of club sides, and tournaments such as the Hong Kong Rugby 7's and the
Shanghai Rugby 7's. S2M continues to work with GUINNESS on expanding plans to develop and activate
these sponsorships moving forward into 2009.
Result:
GUINNESS has firmly established itself as the #1 supporter of rugby in China. With ambitious plans to
further expand and activate its position moving forward, the future is looking quite bright for both rugby and
GUINNESS in China.
