Sun Life Financial Reaches Out To Canadians In HK With Rugby Sponsorship

Tom Burroughes

18 March 2014

Continuing a trend of financial services firms sponsoring sports teams as a brand-promotion and client-relationship exercise, has announced it is an official sponsor of Rugby Canada’s 2014 Hong Kong Sevens teams, an event lasting three days.

“Supporting Rugby Canada pays homage to our heritage of being a Canadian company,” says Sun Life Hong Kong chief executive Wim Hekstra. “Hong Kong is home to the largest Canadian expat community, so we’re looking forward to seeing the teams in action,” he said.

The firm has a Facebook page with information on rugby sevens play format and messages from the Canadian squads. Visitors can play a variety of mini games for a chance to win prizes such as Rugby Canada replica jerseys.

Sun Life Financial offers protection and wealth products and services to individuals and corporate customers; with its partners, it has operations in markets including Canada, US, UK, Ireland, Hong Kong, the Philippines, Japan, Indonesia, India, China, Australia, Singapore, Vietnam, Malaysia and Bermuda. As of December 31, 2013 the Sun Life Financial group of companies had total assets under management of C$640 billion ($579 billion).