Sponsorship Case Study: Alexander Massialas
Fencing forward with flavor, Alex and Panda Express carve out a unique path to empower youth
The Massialas Fencing Tour: Fueled by Panda Express to spark new interests in fencing, teaching teamwork and life lessons to diverse groups through the thrill of the sport.
BACKGROUND
Alex, a 3-time USA Olympic fencer and outspoken Asian-American athlete, has been a longtime fan and loyal customer of Panda Express. His connection with the restaurant chain goes beyond casual dining; it has become an integral part of his athletic journey. Even during intense training trips to the US Olympic Training Center and while traveling for competitions, Alex consistently chooses Panda Express as his go-to meal option.
Over everything, Alex wanted the type of sponsorship that had an authentic fit, while also fulfilling Alex's genuine appreciation for family, culture, and achieving greatness.
OBJECTIVE & RESULTS
The partnership between Alex and Panda Express has flourished into a nationwide fencing education program, thanks to the strategic facilitation by CG Sports. Leveraging Alex's passion for creating learning opportunities through fencing and Panda Express's commitment to community engagement, CG Sports developed and executed a tour concept that has already seen remarkable success.
In 2022, the program conducted four sold-out tour stops across North America, reaching 185,000 accounts and generating over 2 million views on social media. The tour's unique approach of combining fencing instruction with life lessons and leadership skills has resonated strongly, particularly in underserved communities. CG Sports' comprehensive management of logistics, social media campaigns, and future planning have been crucial in maintaining the high-quality experience that the Massialas + Panda Express Tour is becoming known for. This collaboration exemplifies how CG Sports effectively bridges the gap between athletes, brands, and communities, creating impactful and sustainable partnerships.
BRAND THEMES
Family
Leadership
Healthy Lifestyle
Community
Always Learning
ALEX’S HIGHLIGHTS
2021 Tokyo Olympic medal favorite
2016 Rio Olympic Silver Medalist
3-time USA Olympian
“One of the best days of my life”
”Alex was amazing with our kids”
”I was so surprised at how much attention our kids received from an Olympian.”
”We absolutely would come back again.”
“CG Sports has been instrumental in turning my passion for fencing education into a reality. They didn’t just secure a partnership with Panda Express; they helped me create a program that aligns perfectly with my values. Their expertise has allowed me to focus on what I love most - teaching. The success we’ve seen is a testament to their dedication. They’ve truly transformed my dream into a thriving reality, and I’m excited for the future of this partnership!”
