ING GLOBAL SPONSORSHIP STRATEGY

Creating a unified sponsorship framework to drive global brand consistency across ING’s local market partnerships.

The Brief

ING wanted to move away from a fragmented local sponsorship model to a globally aligned strategy. We were asked to develop a cohesive approach that reflected ING’s core values and resonated with audiences worldwide.

The Challenge

We developed a global framework focused on two universal passion points — music and sport. Alongside this, we created tools and guidelines to ensure every market could execute partnerships with clarity, consistency and effectiveness.

The Outcome

ING’s sponsorship activity is now centrally guided and globally aligned, helping local markets unlock greater value while ensuring all partnerships support ING’s long-term brand positioning.

MAKE THE FIRST MOVE.

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