Bank of East Asia picks fencers Edgar Cheung and Cheung Siu-lun as brand ambassadors

The Bank of East Asia (BEA) and its subsidiary Blue Cross Asia Pacific Insurance (Blue Cross) have appointed fencers Edgar Cheung Ka-long and Cheung Siu-lun as brand ambassadors. The group said it has been investing resources into cultivating local athletes and supporting sports development. Since 2015, the company has supported the development of fencing in Hong Kong through Blue Cross, including title sponsorship of the Hong Kong Open Fencing Championships organised by the Hong Kong Fencing Association for six consecutive years, as well as the Asian Fencing Championships in 2017. The BEA Group also supports various youth fencing training programmes that nurture potential fencing talent.

“Insurance and fencing share a common core value; whether in life or in competition. We believe that formulating a comprehensive strategy and planning wisely with sufficient protection will allow us to be both defensive and offensive at the same time, and lead us to success. Edgar Cheung and Cheung Siu-lun are excellent fencers, and this partnership will further promote our outstanding products and services to a wider target audience," said Patrick Wan, managing director of Blue Cross.

“We’ve worked closely with Blue Cross for many years. In addition to supporting the Hong Kong Open Fencing Championships, in 2018 Blue Cross helped host a competition in a shopping mall, the first of its kind in the city, which greatly increased public awareness of fencing. Being appointed by BEA as its brand ambassador symbolises the importance both parties attach to long-term commitment," said Cheung Siu-lun.

Looking ahead, BEA and Blue Cross said they will continue promoting fencing, with an aim to bring a positive vibe to the community through continuous collaborations with the two athletes and a series of brand endorsement activities, adding that they also recognise the importance of youth development, and provide support in many aspects for all-round development of younger members of society, which will improve their personal resilience, build self-confidence and allow them to discover their potential.

“Homegrown athletes Edgar Cheung and Cheung Siu-lun have achieved remarkable success, with their perseverance in various fencing competitions truly demonstrating the spirit of Hong Kong. BEA, with over a century of customer service excellence and deep roots in Hong Kong, shares the same belief and spirit these two incredible athletes have in pushing beyond limits. Therefore, we would like to continue a long-term relationship with them and support local sports together," said Adrian Li, co-chief executive of BEA.

Previously, MARKETING-INTERACTIVE spoke to industry experts on brand support for athletes. Jonathan Cummings, APAC president of Landor & Fitch, said "Brand advocacy is a two-way street. Just as brands work with successful athletes to raise their profiles, brands too have the ability to raise the profile of rising sports stars. The raw star power of many athletes is an instant way to resonate with and attract consumers. Cummings added that what is important in any sponsorship is sustainability – be it through marketing or advocacy."

Cummings added that there are some benefits that athletes can offer. For example, the momentous and ephemeral nature of watching live sports is often followed by a sustained fandom for athletes off the pitch. "Sports are universal, it’s not bound by any cultural or linguistic barriers and the followers of the athletes are from everywhere. That's why footballer Cristiano Ronaldo has the most followers on Instagram, while Nike, adidas and Under Armour are among the highest value apparel brands. It’s because they leverage the universal appeal of sports in their own brand expression." 

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