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WORLD CUP 2026: WILL HONG KONG BE ON THE BALL OR SCORE AN OWN GOAL?


Though the marketing of Hong Kong is not without its shortcomings- there’s a smirk hiding in there- it says something when you’re told by those who know to hold off from coming to America and stay put, because, with my colour and looks, I will very probably have quite an ordeal trying to enter a country, that if the nonstop news is to be believed, is caught up in a crossfire hurricane of divisiveness, racism, goofiness and a dangerous brand of legalised lawlessness.



For Hong Kong- and I have said this before- with the chaos happening around the world, it really might be the time to Be Small, Think Big and Be Seen give this always fascinating city with its unique infrastructure, a relevant and unique East/West brand personality



This is said, especially with the upcoming World Cup 2026 in mind, knowing where the matches are taking place, the countries and players involved, the huge amounts of sponsorship money, streaming rights etc plus, of course, taking into account the controversies surrounding one of the biggest events in sports.




Question: How can Hong Kong navigate its way and have a slice of the pie of this event that looking for a younger audience like nearly every other product, other than having the access to legally bet on matches through the Hong Kong Jockey Club and commingling and whirlpools and Frigidaires etc?


How can Hong Kong create something more than another drone show of, let’s say, a flying football bouncing off buildings throughout the city?



I have mentioned the possible opportunities in Hong Kong somehow being part of World Cup 2026 to some rather well known names in the city and the need to look beyond the obvious.


Surely, there’s been more than enough time to attract the international creative talent needed who can revive a Hong Kong that appears to be flailing around and throwing bibs and bobs against the same congee wall and seeing what might stick? 


And?



From what has been seen, there are seemingly still no plans to learn from The Art Of War and understand the difference between marketing that appeals to an aging and captive audience already here, and those who will give Hong Kong the international brand image it desperately needs to attract a younger and more affluent group of tourists.



In a city that has had a number of brilliant game changers over the decades, especially in the creative field, surely what’s needed is more than a few more millions in taxpayer money being spent on another fireworks display, the appearance of a couple of aging Canto-Pop artists hiding their age behind sunglasses and another inhalation of air supply and which is here today and forgotten tomorrow?



With the World Cup 2026 in mind, what does Hong Kong have in its arsenal of strategic and creative marketing to be part of this Vida La Loca carnival and festival when it starts this June?







Certain other markets have already confirmed bringing out acts like Shakira, Bad Bunny, J-Lo, and even Enrique Iglesias and Ricky Martin.


During previous World Cup years, and taking into consideration the various time differences, restaurants, bars, pubs, and hotel lounges in Hong Kong stayed open for friends to gather and watch the various matches.



This year, most people will probably stay home and ‘live’ stream the matches.


Knowing something about the Intellectual Property Rights involved in using official FIFA and World Cup owned marketing tools, what does Hong Kong have ready and waiting to be part of the beautiful game?


It’s going to be a challenging World Cup with the three venues being in Canada, America and Mexico, but this geopolitical situation isn’t a problem for Hong Kong to solve.


It’s going to mean that Hong Kong can take advantage of very possibly chaos to create opportunities for itself by being prepared.




ABOUT HANS EBERT



When he arrived by ship from what was then known as Ceylon to the British colony of Hong Kong, the Dutch Burgher- it’s a long story-thought he had arrived in Melbourne because that’s what his parents had told him- it’s an even longer story- until he saw all the rickshaws, women wearing cheongsams with slits up to their arse, and was given a pair of chopsticks during his first lunch in the city.


He had never eaten dim sum, but then again, no one told him that as a fledgling journalist, he would meet and interview everyone from Peter Sellers, Roman Polanski and George Harrison to Billy Joel, Norah Jones, Gorillaz, David Bowie and Quincy Jones, create the Happy Wednesday brand for the Hong Kong Jockey Club, win the Gold Award at the London Advertising Awards for his “Right Of Abode campaign, coin the term “Canto Pop” when writing for the American trade publication Billboard, and when in advertising not only helped launch McDonald’s in Hong Kong and work on the business as Director of Creative Services for over two decades, and was very much involved in the launch of STARTV, MTV Asia and PCCW.


He has written hits for some of the biggest names in Chinese popular music and wooed and married the model who was the Wrangler Girl. 


These days, he is rewriting his journography and working on introducing the world to his imaginary friend Muzi and their search for everything that leads to positivity by leaving the dullards behind to pursue nutworking.


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