ASAHI SPORTS PARTNERSHIPS

THE CHALLENGE

Asahi needed to align its sports partnerships across football, rugby and baseball with a consistent strategic thread that could bring the brand platform “Seek What Is Unique” to life.

THE STRATEGIC MOVE

Translate “Seek What Is Unique” into a sports partnership behaviour: giving fans unexpected perspectives on athletes, teams and sporting culture.

THE WORK

I worked closely with Asahi and Havas brand teams to identify how the platform’s core idea could translate credibly into sport. The strategy focused on moving beyond predictable sponsor content and creating distinctive fan experiences rooted in Asahi’s brand world, heritage and provenance.

This led to a partnership approach built around unexpected perspectives: showing athletes, clubs and fan culture in ways that felt more distinctive, more premium and more aligned to the brand’s design target.

Example activation territories included content that challenged stereotypical portrayals of athletes and fan experiences such as watch parties in listening bars, designed to bring a more unique cultural lens to major sporting moments.

THE IMPACT

Created a strategic framework for Asahi’s sports partnerships and guidance for how current and future rights could ladder back to “Seek What Is Unique”.

THE ROLE I PLAYED

Led the sports partnership strategy, working closely with the Strategy Partner and Havas brand strategists to ensure the approach complemented Asahi’s wider brand platform.