Hockey is the 3rd most popular sport in India. The Hockey World Cup was set to take place in January 2023 in Bhubaneshwar, India and for the first time in history, the men’s Wales hockey team had qualified to compete.
Our deep insight showed, students in India recognise Wales in context of sport because of major sporting events like the FIFA World Cup. It also identified many of the Welsh team had studied at Welsh universities and Hockey Wales was looking for a partner to help fund the trip.
All signs posted to a sponsorship opportunity between SiW and Hockey Wales, presenting a huge opportunity to get in front of our India audience – a first for SiW.
We brokered a sponsorship deal to be headline sponsors and developed an integrated campaign around the sponsorship, most notably a visit to India during the tournament to take the Welsh team on press visits to schools.