Engaging the Community
During 2024/25, the HKSI collaborated with stakeholders and community partners to maximise the visibility of elite sports and connect athletes with the community, implementing more than 212 community engagement programmes and reaching over one million participants.
Community Engagement Programmes
Participants in Engagement Activities
Total Sponsorship Secured
Enquiries Made
Media
Interview Arranged
News Coverage
Social Media Platforms – Likes and Followers*
HKSI Official
Jockey Club Sports PLUS Elite Athletes Community Programme
* As at 31 March 2025
Jockey Club Sports PLUS Elite Athletes Community Programme
Launched in June 2023 with the generous support of The Hong Kong Jockey Club Charities Trust, the Jockey Club Sports PLUS Elite Athletes Community Programme is a three-year initiative spearheaded by the HKSI to promote the values of sport across all sectors of society. The Programme seeks to deepen public understanding of the sporting journey of Hong Kong elite athletes and solicit support for them as they pursue excellence on the international stage. The Programme delivered a wide array of community engagement activities, including school visits, joint school seminars, and city-wide exhibitions.
Notably, the two Summer Roving Exhibitions held in July 2024 at Olympian City and the Hong Kong Sports and Leisure Expo offered immersive experiences including sports try-outs, fitness assessments, elite athlete displays, cheering mosaic walls, and DIY workshops. The event successfully fostered public appreciation for the HKSI’s role and garnered community support for local athletes in the lead-up to the Paris 2024 Olympic and Paralympic Games.
In September 2024, the two Joint School Seminars titled “Sport: A Gateway to New Possibilities” provided nearly 200 secondary and tertiary students with an opportunity to engage with sports professionals and elite athletes. Through insightful discussions, interactive games, and quizzes, participants explored the challenges of balancing academics with athletic pursuits and gained valuable insights into career pathways in the sports sector.
In addition to the Joint School Seminars, a total of 18 elite athletes conducted 18 school visits over the course of the year, reaching nearly 6,550 students and inspiring the next generation through meaningful dialogue.
Following the remarkable achievements of the Hong Kong, China Delegation at the Paris Olympic and Paralympic Games, two Meet the Olympians events were held in October 2024 at the HKSI and the New Town Plaza. Seven athletes shared their Olympic and Paralympic experiences and engaged with nearly 500 participants from schools and non-governmental organisations, further strengthening public admiration and support for Hong Kong’s elite sporting talent.
Other Collaborations
Affirming its commitment to community outreach, the HKSI collaborated with the Hong Kong Playground Association to stage a 19-day public exhibition at THE FOREST, a lively urban sports mall, during the Paris 2024 Olympic Games. The exhibition honoured the accomplishments of Hong Kong athletes and encouraged public support throughout the Games.
In a separate initiative, the HKSI served as a venue partner for the Hong Kong Paralympic Day 2024 on 8 December 2024, organised by the HKPC. The event featured trials across various Para sports and an interactive exhibition, marking the one-year countdown to the 12th National Games for Persons with Disabilities, which the HKSI is pleased to support as part of its continued commitment to Para sporting development.
Promotional Activities
The HKSI official Facebook page, Instagram and WeChat accounts and YouTube channel continued to be well received by sports fans and the public, accumulating over 64,400 likes and followers as of 31 March 2025.
The HKSI launched a dynamic social media campaign themed “Together We Fear None” in the lead-up to the Paris 2024 Olympic and Paralympic Games. Highlights included the #OlympicSportNSpot story feature, which showcased the unique bond between athletes and their sports, a countdown series, and posts such as What’s in Team HK’s Olympic Drip? and This or That. Throughout the competition period, the HKSI provided real-time updates, covering match results, advancements, and podium celebrations. The campaign resonated strongly with the public, generating over 2.2 million engagements across platforms.
Following the historic achievements of Hong Kong athletes at the Paris 2024 Olympic Games, the HKSI produced a three-part video series titled “Road to Elite” to deepen public understanding of the HKSI’s role in supporting elite performance. The series highlighted key pillars such as elite coaching, a structured athlete development pathway, world-class training venues, sports medicine and science services, and dual career support for athletes, underscoring the foundation behind Hong Kong’s international sporting success.
To commemorate Hong Kong athletes’ remarkable achievements at the two Games and sustain momentum, a photo collage of 11 medallists was installed as a window wrap spanning three storeys on the exterior of the Main Building. Serving as a visual tribute to their accomplishments, the installation also aims to inspire all who visit the HKSI and reinforce the pride shared across the sporting community.
Two experiential videos under the theme “A Day in the Life of an Elite Athlete” were launched, featuring popular local content creators Hui Yin and Jackie Lau. The pair underwent talent identification tests, trained alongside elite athletes, and experienced sports medicine and science services at the HKSI, offering audiences a first-hand glimpse into the life of a high performance athlete.
Coinciding with the opening of the New Facilities Building, national and regional flags were installed across training venues to foster a stronger sense of identity and pride among athletes representing Hong Kong, China. Athlete portraits were also displayed to celebrate their dedication and inspire the next generation.
During the year, a total of 54 athletes were invited as guests at sharing sessions, seminars and promotional activities for 38 organisations.
Media
To pledge public support to elite athletes and coaches participating in the Paris 2024 Olympic and Paralympic Games, the HKSI and NSAs jointly organised Meet the Media sessions for six Olympic sports, along with one session in collaboration with the HKPC. These sessions provided a platform for athletes to share their preparations for the Games and attracted over 450 media representatives in total.
In 2024/25, the HKSI issued 35 media invitations and releases, arranged 162 interviews, and generated over 37,900 items of coverage, including print, online and social media articles related to the HKSI and athletes.
Sponsorship
A total of HK$44.3 million in sponsorships were secured during the fiscal year, benefiting various HKSI programmes and athletes. The HKSI gratefully acknowledges the organisations listed below, all of whom generously assisted with the development of Hong Kong elite sports in 2024/25.
