Rush opened its Asia-regional hub in Hong Kong with another office based in the UK. Potter will work between the two offices with Peter Solomon, founding director, based in Hong Kong.
With more than ten years' experience in the sponsorship team for Williams Racing F1 previously, Potter said sports marketing is not just placing a logo on an event. “F1 is not as simple as a football shirt sponsorship,” he said.
“I think the perception that big ticket sports events like F1 and the World Cup are prohibitly expensive is not always true. There are many entry points for brands of all sizes,” said Potter.
He goes on to say that football events have traditionally attracted many FMCG brands, where as F1 receives attention from business oriented brands, technology companies and financial firms.
According to Potter, the biggest challenge currently is the lack of understanding when brands get involved in sports, and how the medium can be tailored to the clients’ objectives. He adds that sports marketing in Asia has outgrown that in Europe and the US, which has traditionally been the main driver of the sports marketing industry. Using 2008 as a benchmark, Potter adds that growth is forecast to return to normal.