HKJC rallies HK to 'saddle up' for the 2026/27 racing season

The Hong Kong Jockey Club (HKJC) has unveiled its campaign for the 2026/27 season opening, slated to kick off on 6 September, 2026, at Sha Tin Racecourse.

Available until early September, the campaign is developed in partnership with Havas Hong Kong. The launch arrives at a culturally significant milestone, as 2026 marks the Lunar Year of the Horse – a rare occasion that occurs only once every 12 years. The integrated initiative aims to unite seasoned racing enthusiasts and the broader public around a shared heritage.

The campaign targets three key audiences: core racing fans, who are driven by elite competition and history-making moments such as Ka Ying Rising's pursuit of a 21-win streak; the general Hong Kong public and visitors, who are drawn to cultural heritage, local humour, and festive group events; and lifestyle and leisure seekers, who are looking for premium weekend entertainment and iconic seasonal experiences.

Centred on the overarching tagline "The city saddles up" (全城出馬), the creative strategy taps into Hong Kong's deeply rooted connection with the concept of the horse (Ma / 馬) across everyday urban life, language, and culture. Rather than focusing strictly on the sport, the campaign film humorously highlights how horses permeate the daily lives and collective consciousness of Hongkongers.

This includes iconic neighbourhood names – Ma On Shan, Happy Valley (Pao Ma Tei), Ma Tau Wai and Ma Hang Estate–local treats such as Sachima (Ma Jai), everyday street‑style aesthetics, and the colloquial idiom "neck‑and‑neck" (Ding Dong Ma Tau). The narrative emphasises that while the Year of the Horse arrives once every twelve years, Hong Kong’s affinity for horses is an ever‑present part of its cultural identity.

The promotional video transitions seamlessly from energetic streetscapes to the thrilling atmosphere of the track. Narrative highlights include the return of Ka Ying Rising (嘉應高昇)—ranked the No. 1 racehorse in the LONGINES World's Best Racehorse Rankings—as he sets his sights on a record-breaking 21st consecutive win. The campaign also features the iconic, ceremonial gong-striking tradition that signals the official start of the new racing season.

According to Rachel Lo, group creative director of Havas Hong Kong, the campaign emphasised the agency’s focus on cultural relevance and community resonance. 

She added, "The Year of the Horse provides a rare and powerful narrative canvas. Our goal was to kick off the new racing season that feels authentically Hongkonger celebrating not just world-class horse racing, but the unique humor, energy, and everyday connections that make this city so passionate about the sport." 

The integrated campaign will roll out across multiple touchpoints across Hong Kong this August, from social media and online channels to a mobile mini-site game offering spending coupons for Season Opening day, inviting the entire city to join the excitement at Sha Tin Racecourse on 6 September.

Separately, the HKJC Charities Trust recently approved a HK$70 million donation to support Connecting Hearts in launching the three-year Jockey Club • Connecting Hearts: Moving Ahead programme. Focused on professional development and regional integration across the Guangdong-Hong Kong-Macao Greater Bay Area (GBA), the initiative officially launched on 18 August with 400 social welfare professionals in attendance.

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