Abu Dhabi HSBC Championship

At the 2023 Abu Dhabi HSBC Championship, HSBC wanted to go beyond traditional sponsorship.

They partnered with Noonah to deliver two engaging experiences in the Spectator Village that turned fans into active participants.

These activations focused on personalised merchandise and user-generated content (UGC), helping the brand connect with fans in a meaningful and memorable way.

Brand Experience Build Community Digital Mosaic Giveaway In-Person Personalise Merch

The challenge was simple yet groundbreaking: create experiences that would thrill the fans and prompt them to share their moments on social media.

The Brief

HSBC’s goal was to build stronger relationships with the golfing audience, increase brand affinity, and enhance the atmosphere in the Spectator Village. To achieve this, Noonah was asked to create two interactive experiences that encouraged fans to engage with the HSBC brand and share their experience online.

Our Approach

We combined two of our most popular technologies – Live Event Printing and our Photo Mosaic Wall – to deliver a personalised and shareable fan experience. By focusing on physical takeaways and digital sharing, we created multiple touchpoints for fans to interact with HSBC throughout the event.

Live Event Printing

Using our MerchLab technology, we set up three print stations where fans could customise HSBC-branded caps and water bottles.

Guests who walked 10,000 steps in a day were rewarded with a water bottle they could personalise on the spot. All items were printed live in the village, giving fans a one-of-a-kind keepsake that tied directly to their activity at the event.

Photo Mosaic Wall

Fans also had the chance to be part of a large-scale mosaic mural, featuring HSBC branding and professional golfers from the tour.

Photos were taken by event staff and printed as mosaic stickers with custom filters.

Each guest received a digital copy of their photo by entering their email, and each image was added to the wall – creating a collaborative piece that captured the spirit of the championship.