IMG has announced the launch of HSBC Golfing World, an exciting golf television programming concept, customised specifically for the Inflight market.
HSBC Golfing World will take the best and most-compelling material from the existing Golfing World show (a comprehensive hour-long golf magazine show that mixes the latest news, interviews, lifestyle features and tournament updates, and is currently aired in over 30 countries, five days per week) and make it available in a monthly version to passengers on many of the world’s top airlines. The dedicated 30 minute per month version of HSBC Golfing World will air on British Airways, Emirates, Cathay Pacific and Singapore Airlines amongst others from August 2010.
HSBC supports the game of golf at every level running a number of programmes around the world aimed at growing the game. These include the WGC-HSBC Champions in Shanghai and the HSBC Women’s Champions in Singapore; two tournaments that have been instrumental in spearheading the arrival of world-class golf in Asia. They also have a long-term commitment to grow the game at the grassroots level through schemes such as the HSBC China Junior Golf Program.
Giles Morgan, Group Head of Sponsorship, HSBC, said: “HSBC has a wide portfolio of golf sponsorships because we value the strong ethics of the sport and the challenges it presents to anyone who plays the sport, regardless of their level. We see HSBC Golfing World as an ideal opportunity to share those values, and, where relevant, to showcase our commitment to the sport with air travelers and hopefully to help their journey seem that little bit shorter.”
Richard Wise, senior vice president, IMG Media, added: “The global success story of HSBC and golf continues to add new chapters year on year. This exciting addition to IMG’s Inflight portfolio will showcase the many faces of golf and a number of golf related initiatives supported by HSBC around the world.”