IS THE HKJC PIVOTING INTO EQUESTRIAN SPORTS AND THE YEAR OF THE HORSE?

As it’s seemingly become The Word Of The Day, why not use “pivot” and ask whether the Hong Kong Jockey Club is pivoting towards far more emphasis and effort in the promotion and marketing of equestrian events?

With the Lunar New Year of the Horse around the corner and Longines very much involved in horses and time keeping in the sport that goes back to 1869 and the first pocket watch while investing in a more affluent and sophisticated audience that started with the advertising theme line “Elegance is an attitude”.

As hard as one tries, Longines and thoroughbred horse racing have made strange bedfellows though the brand’s origins and partnership with the equestrian world is more than interesting. It’s a documentary all on its own and which gives the HKJC a brand and sponsor to turn into a partnership that can be so much more than it is.

https://www.chrono24.com/magazine/longines-and-equestrian-sports-p_139814/#:~:text=The%20relationship%20goes%20back%20to,based%20on%20the%20lap%20times

Having worked on the advertising for the Martell brand, stayed at the Martell family chateau and was present when Patrick Martell officially opened the HKJC Racing Museum, Martell was always looking for ways to work with Longines as both brands were courting the aspirational market as were other cognac brands like Hennessy, Courvoisier and FOV.

Who is thoroughbred horse racing courting these days as potential sponsors? Does the pastime even know?

In Hong Kong, it appears to be about looking after tour groups from Shenzhen, who apart from not knowing Ka Ying from Ka-ching and couldn’t care less about this, they also don’t appear to have tuppence to rub together.

The CEO of the Hong Kong Jockey Club is not a himbo, and surely must realise whenever standing up there at one of those stiff cardboard cutout presentation ceremonies and scanning everything going on in his peripheral vision that too many are just not the right “class” of racegoer- this market being more “perspirational” than inspirational, and with all the big dollars recently spent on new venues, car parks and nouveau chic this and that pretty much going up Schitt’s Creek.

What to do? Pivot.

Having scolded me over dinner about a month ago for calling people “stupid” and mumbling something or another about unable to “save” me from those at the HKJC who don’t like me calling them stupid, well, dear boy, I really don’t need any saving. I take these and other petulant HKJC games in my stride and believe that Winfried Engelbrecht-Bresges is hardly a stupid person.

Despite a rather peculiar history of hires and misfires, the 71 year old German is fleet of foot and knows when to, well, pivot, and perhaps, move into the far more upmarket world of equestrian events with a key name to fly China’s national flag high and proudly being the personable and marketable Alex Hua Tin.

Other names China- and Longines- will very probably be investing in are Patrick Lam, Jacqueline Siu, Li Zhenqiang and Li Yaofeng, Hong Kong based Clarissa Lyra, below, Fleur Schrader and Jinging Wu and Yuying Shu- all names ready to be promoted and marketed in ways that one would presume would be very different to jockeys and trainers.

What about the “world class” horse racing in Shatin, Happy Valley and, apparently, later this year, Conghua in China?

Time will tell though the local hardcore racing natives are getting restless about “losing too often” with the rumour mill windmills being unhinged and flying all over the place with conspiracy theories. It doesn’t exactly paint a rosy picture to those trying to decide if this racing game is for them.

After watching a fairly recent train wreck, the HKJC doesn’t appear to have many with the nous and communications skills to make effective marketing happen.

Having said this, apart from Jerry Chau, below, very possibly being a Hong Kong born star in the jockey ranks that’s almost monopolised by expatriates, what really should not be missed is the opportunity to make Hong Kong be seen as the global flag bearer of the upcoming Year of the Horse and home for the worldwide celebrations.

Apart from this, how possible would it be to have the usual Wednesday nightracing with the ‘live’ music and bells and whistles and also have the race course open for family fun days on Thursdays and Fridays without anyone setting foot on the race track?

Might this not be an idea to create a Happy Valley carnival type atmosphere and break away from “tradition”, pivot and create something new and much needed for and in Hong Kong?