Standard Bank awarded for ICC World Twenty20 sponsorship

Standard Bank awarded for ICC World Twenty20 sponsorship

Standard Bank awarded for ICC World Twenty20 sponsorship

Standard Bank has been awarded with the marketing industry’s top honours for its sponsorship of the ICC World Twenty 20, held in South Africa in September 2007.

Standard Bank received Gold in the Sports Sponsorships, Large Budget category, at the recently held 2008 Sunday Times/Business Times Marketing Excellence Awards, for the exemplary execution, activation and leveraging of its Local Partner rights during the ICC’s inaugural 20-over cricket world cup.

The Awards acknowledge marketing excellence in sports sponsorships that elevate the status and awareness of brands in unique and lasting ways.

Standard Bank developed an extensive and integrated marketing campaign - Natural Born Hitters - to maintain Standard Bank’s high levels of awareness as a cricket sponsor, and to associate the brand with both the Proteas T20 team and the ICC T20 event.

The campaign included innovative print, television and billboard advertising (including a smoking billboard); the integration of the established hard hat mechanic into the ICC event; widespread Standard Bank staff involvement; syndicated media coverage; Proteas team appearances and coaching clinics across South Africa; online and cell-phone banking; and local broadcast sponsorships.

As a local partner, Standard Bank also contributed to ICC social relevance programmes through team sponsorship activities, and facilitated the participation of children in the event and their exposure to international players.

Clement Motale, Director Group Sponsorships, Standard Bank, says: “Our decision to sponsor the ICC event reinforced our commitment to Cricket South Africa to reach new target markets and audiences through 20-over cricket, in order to grow the format for greater international exposure. To be recognized by our marketing peers for the execution of the Natural Born Hitters campaign is enormously humbling and rewarding.”

Specifically, the judges commended Standard Bank for:

* Successfully establishing the 20-over cricket property in South Africa that contributed substantially to the hosting and staging of the ICC T20 in South Africa.
* The continued innovation in sportainment - and the assistance provided by Standard Bank to the ICC to introduce the concept globally.
* The unique and innovative advertising and leveraging which contributed to high returns on investment.
* The strategic execution of marketing rights associated with the event, and the global reach achieved for the Standard Bank brand

Standard Bank has a long standing association with 20-over cricket, since its launch in South Africa in 2004, and its sponsorship of the domestic Standard Bank Pro20 series, the International Pro20 team, and International Pro20s played in South Africa.

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