Gathering Cross-Border Leadership Wisdom to Jointly Explore New Growth Engines for the Sports Economy
HONG KONGApril 28, 2026 /PRNewswire/ — The “HKMA Elite Marketers’ Alumni Launch Ceremony and Leadership Forum” was successfully held on April 24, 2026, at Celebration Hall 2 of the Kai Tak Sports Park. The event attracted nearly 500 top marketing elites, collectively witnessing a new milestone for Hong Kong’s marketing industry.
Carrying Forward the Excellence of the Industry’s “Oscar”
The “Elite Marketers’ Alumni” inherits the 40-year legacy of excellence from the HKMA Outstanding Marketing Awards, established by the Hong Kong Management Association in 1985. Known as the “Oscar” of the industry, these awards have recognized nearly 800 visionary marketing projects and leaders over the years, profoundly impacting the professional standards of Hong Kong and the region.
HKMA Elite Marketers’ Alumni Grand Launch
Building on a Strong Foundation HKMA Elite Marketers’ Alumni Officially Launched
Building on this strong foundation, the “HKMA Elite Marketers’ Alumni” brings together past award winners, marketing elites, and leaders. It is dedicated to driving industry development, cross-border exchange, and talent cultivation, while serving as a strategic think tank to provide insights for the HKSAR government, SMEs, and startups, thereby contributing to Hong Kong’s economic development and regional competitiveness.
Welcome Address by Professor Winfried Engelbrecht: Pioneering New Opportunities for Cross-Border Collaboration
Professor Winfried Engelbrecht GBS JP, Chairman of the Hong Kong Management Association, stated in his welcome address: “Today marks a significant milestone with the official establishment of the HKMA Elite Marketers’ Alumni, bringing together outstanding leaders from marketing and the business world. The Alumni aims to be a platform that fosters collaboration, sparks innovation, and provides thought leadership for the business community, while nurturing future marketing talent. With this in mind, today’s Leadership Forum is both timely and meaningful. By gathering leaders from marketing, business, and sports, we explore how cross-sector collaboration can unlock new opportunities and contribute to Hong Kong’s sustainable development.”
Opening Speech by Mr. Kenneth Lam: Shaping the Future of the Industry Together
Mr. Kenneth Lam, Founding Chairman of the HKMA Elite Marketers’ Alumni, mentioned in his opening speech: “For many marketing professionals, winning the HKMA Outstanding Marketing Award represents the highest honor in the industry. It signifies not only excellence but also the vision, dedication, and ability of the winners to create tangible business value through marketing. I sincerely invite all past award winners to join our ‘HKMA Elite Marketers’ Alumni’ — a community built by you, for you, and a premier platform to move from pursuing excellence to collectively shaping the future of the industry.”
Leadership Forum: Marketing x Sports: New Opportunities for Hong Kong’s Sports Economy
On the same day as the ceremony, the “Leadership Forum: Marketing x Sports: New Opportunities for Hong Kong’s Sports Economy” was held, featuring heavyweight guests sharing forward-looking insights:
Forum 1: “Powering Hong Kong’s Sports Economy — Creating New Growth Drivers”
Mr. Caspar Stylsvig, Executive Director of Sports Business at the Hong Kong Jockey Club, shared profound insights on the transformation of Hong Kong’s sports industry in his keynote speech. He pointed out: “Sports are no longer just an activity or a competition; they are one of Hong Kong’s most promising growth engines. Great sports cities are not defined solely by trophies, but by ecosystems — ecosystems where fans can forge genuine emotional connections, brands can discover long-term value, and thereby generate sustained economic benefits for the city.”
Mr. Stylsvig further emphasized that when sports are inclusive and deeply embedded in the community, they can transform into social capital that drives long-term economic resilience. He called on the industry to embrace the concept of “One City, One Vision” and work together to build a world-class sports city.
In the subsequent panel discussion, several guests shared incisive views on how Hong Kong can learn from global experiences. Mr. Robbie McRobbie, General Manager – Sports Event Marketing & Development at Kai Tak Sports Park, mentioned that the venue successfully attracted over 220,000 participants to community activities through a “Festivalization” strategy. Meanwhile, Mr. Anson Duan, Global Head of Brand Partnerships and Head of Brand for Asia Pacific at HSBC, and Mr. James Chung, General Manager of Brand, Insights, and Marketing Communications at Cathay Pacific, agreed that “emotional storytelling” is key, noting that sports sponsorship can create unique travel memories, generating economic value that transcends traditional tourism.
Forum 2: “Big Game Marketing: Maximizing the Commercial Value of Mega Events for Brands”
Mr. Kenneth Lam, Group Managing Director of Personal Business at HKT, analyzed from a big data perspective how sports are redefining people’s lifestyles. Citing data, he noted that the global sports industry is projected to reach $3.7 trillion by 2030. Mr. Lam pointed out that sports have become an all-encompassing lifestyle: “Sports have become an indispensable way of life. The upcoming World Cup will feature a significantly increased number of matches, making it not just a month-long event but a crucial opportunity to revitalize Hong Kong’s ‘night economy.’ This high level of engagement and emotional connection will create unprecedented market opportunities for brands.”
He then revealed the immense commercial potential behind emerging sports through data: “The data proves the market’s strong demand for emerging sports. For example, viewership growth for some participation-based sports has reached as high as 137%. As long as marketing strategies can precisely target these niche markets with strong spending power, their explosive potential will be truly remarkable.”
In the second panel discussion, five-time Olympian Ms. Stephanie Au shared how athletes’ stories can resonate with brands. Additionally, Mr. Leo Lau, Marketing Director of 24/7 Fitness; Mr. Michael Leung, Director of 505 Co-Production; and Mr. Michael Wan, General Manager of HYROX Asia Pacific, discussed how to transform sports into a sustainable business model, leveraging mass participation to drive a chain reaction in related industries.
Alumni Outlook: Continuously Driving Cross-Border Momentum
Concluding the event, Mr. Kaki Law, Vice Chairman of the HKMA Elite Marketers’ Alumni, summarized: “The combination of marketing and sports not only generates business but also fosters deep emotional connections. This can help brands and athletes alike, injecting new momentum into the entire industry.”
Mr. Law also previewed that the Alumni will hold a seminar titled “From SEO to GEO: Strategic Transformation and Opportunities in the AI Search Era” on May 5, and a lecture on the pet economy ecosystem on June 15, continuing to drive professional exchange within the industry.
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Event Sponsors and Supporting Organizations
Lead Sponsor and Strategic Partner: Kai Tak Sports Park
Elite Sponsor: HKT
Supporting Organization: Sports Federation & Olympic Committee of Hong Kong, China (SF&OC)
Sponsors (in no particular order):
Bantex, CK Infrastructure, EFX24, Tian Yuan Xiang, Timeshop, Tempo, Tiger Balm, Watsons Water
Official News Release Distribution Partner: PR Newswire
HKMA Elite Marketers’ Alumni Executive Committee
Honorary Chairmen
- Mr. Cheng Sin-keung, Vice Chairman of Hong Kong Television Entertainment Company Limited and Chairman of the Hong Kong Economic Journal Group
- Professor Randy Lai, Chief Executive Officer of McDonald’s Hong Kong
Founding Chairman
- Mr. Kenneth Lam, Group Managing Director of Personal Business at HKT
Vice Chairman
- Mr. Kaki Law, Marketing Director of Ocean Park Corporation; 2025 ViuTV Most Outstanding Marketer
Committee Members
- Ms. Chen Zhe, Director of Marketing Communications at Cathay Pacific
- Ms. Tina Cao, Chief Marketing & Digital Customer Experience Officer at McDonald’s Hong Kong
- Ms. Zoe Cheng, Executive Director of Hong Kong Dance Company
- Mr. Gary Cheung, Marketing Director of Hang Seng Bank
- Ms. Mina Chiu, General Manager – Marketing & Revenue Management at MTR Corporation
- Ms. May Chow, Deputy Chief Executive Officer of OneDegree Hong Kong
- Ms. Lau Shuk-fan, Vice President – Brand & Marketing Communications at HKT
- Mr. Lee Kin-fai, Head of Brand and Marketing, Wealth and Retail Banking (Hong Kong and Greater Bay Area) at Standard Chartered Hong Kong
- Ms. Li Ling-fung, Group General Manager of Corporate Marketing, Communications & Sustainability at Sino Group
- Ms. Ng Yat-yi, General Manager, Public Relations & Marketing at AsiaWorld-Expo Management Limited
- Mr. Marco Shum, Managing Director and Head of Marketing, Hong Kong at HSBC
- Ms. Tam Ka-ying, Executive Committee Member of HKMA Elite Marketers’ Alumni
- Ms. Wang Wei, Chief Marketing & Customer Officer at AXA Hong Kong and Macau