Zac Purton has clout and swagger and horse racing needs some of it.

Yes, there are those who are not exactly fans about the way Zac Purton promotes himself, but when a brand- and he most certainly is in the world of horse racing- the champion jockey knows the lay of the land that is Hong Kong, is well aware how people have short memories, and when you have what it takes, flaunt it, baby!

Without naming names, it was interesting when having dinner with someone in racing a few weeks ago, and I started naming my top five riders in Hong Kong for the new season, missed out was one of the biggest names when he was riding in Australia. I had completely forgotten that he even rides here, how he can be excellent and rides his fair share of winners. 

But, Zac, well, like Ka Ying Rising, he’s different gravy, and if and when Hong Kong’s star sprinter takes out the Everest race in Sydney next month, the value of rider and galloper goes up.

The big question is what’s next for Zac other than perhaps a ride with a real winning chance in the Melbourne Cup?

Become a rapper and record a duet with Eminem and Dr Dre? Never say never. 

The Zac Attack is still hungry even when full. He’s learned much from watching those years when he was pretty much a second hand rose to South African champion rider Douglas Whyte and then out gunned the truly magical Magic Man that was Joao Moreira. 

Though a huge fan of the mercurial Brazilian superstar rider, especially when he was in his prime and rather quickly brought to Hong Kong from Singapore and with the red carpet laid out for him, Zac Purton had to keep proving himself until he became the king of the mountain. 

Gawd knows, it hasn’t been easy for him when dodging obstacles put in his way and a personality bordering on the abrasive, but there’s no ignoring absolute self confidence and untapped talent waiting to burst through and be noticed and rewarded. 

Someone recently asked me who is the most powerful man in Hong Kong racing and if there is a “Mister Big”?

I have no idea about any “Mister Big” in horse racing other than those who, like Icarus, have crashed and burned in Hong Kong, but I would easily have Zac Purton right up there. 

Power is a strange animal- having it and holding on to it. Few have what it takes to go the distance.

Hong Kong racing needs Zac, not just for turnover, but most definitely for its product and brand personality. 

As someone in marketing and one of the best in what I do and no one trick pony- why be modest?-  Zac Purton has made the time to create his own brand, and I truly believe that he has what it takes to play a pivotal role in taking the entertainment value of horse racing to where it’s never gone before.

This will happen when those running horse racing start looking beyond the obvious. But let’s not hold our breath…

Either this or when they are usurped by those who know diddley squat about the old school world of horse racing. 

What they do know is marketing and where this pastime fits into customer behaviour in the post pandemic world as part of an exclusive, rejuvenating and perhaps even inspiring lifestyle brand- something more than just another buffet of confused tipsters, warning messages and old school corporate speak from the usual suspects that no one believes in because it just all maybe AI gobbledygook.

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