A crimson sea of fans, a gigantic dragon tifo, and a last-minute winning "script" – these elements instantly propelled Hong Kong football into the city's spotlight. The "Red Sea" at the Kai Tak Sports Park not only marked a historic moment for Hong Kong football but also fully demonstrated its untapped commercial potential.
The Hong Kong Football Association (HKFA) has actively broken free from traditional constraints in recent years regarding promotion. From producing videos and programs to creating tifos and meticulously crafting every social media post, the HKFA has spared no effort to move beyond the old mindset of "securing sponsors through personal connections," firmly believing that the value of Hong Kong football will eventually be recognized.
Eowyn, HKFA's marketing manager, has always believed that Hong Kong football has value – it's just that no one has seriously assessed it from a commercial perspective.
"Hong Kong football isn't lacking market value; it's just that no one has ever set a market price for it."
A night to remember: Kai Tak's debut
On June 10 this year, Hong Kong's football team played its first match at the newly opened Kai Tak Sports Park. The HKFA marketing team's preparations began long before the game – from testing lighting and sound systems, managing entry arrangements, designing and selling merchandise, hosting VIPs and media, to live-posting match updates – all handled by just four team members.
Their hard work paid off. Keywords like "Kai Tak Red Sea," "Dragon Tifo," and "Hong Kong's Last-Minute Winner Against India" flooded social media. Not only did Hong Kong win this crucial AFC Asian Cup qualifier, but the HKFA also scored a major victory in promotion.
Engaging young fans through social media
Ming, who oversees social media and design, believes the fans' enthusiastic reactions validated the team's efforts.
"We heard so many fans praising our player introduction visuals and the tifo. Every detail we worked on was noticed – whether by the 40,000+ fans at the stadium or those watching from home. It was incredibly rewarding, both for Hong Kong football and for us, as proof that our work matters."
Since taking over as marketing manager a year ago, Eowyn has introduced numerous innovations: collaborating with celebrity "Do Do" Carol Cheng for match promotions in Fiji and Liechtenstein, launching special-edition player-themed power banks and trading cards, creating the dragon tifo, and meticulously designing every social media post and poster. A strong focus on platforms like Instagram and Threads has successfully attracted younger fans.
In an era when fans can watch the world's best football from home, Eowyn's mission is to bring people back to the stadium.
"Fans turn Hong Kong football matches into a unique experience... My job is to let more people know about it and turn them into supporters."
From 'favors' to data-driven sponsorships
While Hong Kong's football may not rival the Premier League or Champions League in skill, the emotional connection of "supporting our own" is irreplaceable. Eowyn aims to bridge the gap between players and the public by "telling Hong Kong football's story."
"If all we needed were match highlights and results, AI could generate them. But creativity and human stories can never be replaced. For non-fans, the reason to watch Hong Kong football is to connect with the players – to see them as 'one of us.' That's why we focus on selling the players' stories, telling Hong Kong's football story to the whole city."
Now, jerseys are selling out, merchandise stores see long queues, and the HKFA's Instagram followers have surged from under 50,000 to nearly 60,000. Last month alone, page views skyrocketed fivefold to over 6.5 million, with interactions exceeding 100,000. These cold, hard numbers translate into tangible influence, making Hong Kong football's commercial value measurable and visible.
In the past, securing sponsors relied heavily on personal favors.
Ming hopes this success proves that sponsoring Hong Kong football is a worthwhile investment. "We want people to know Hong Kong football can be commercialized – not just relying on favors, but offering real returns. Only then can partnerships last."
New era for Hong Kong football
Kai Tak's world-class facilities open new possibilities – comfortable viewing experiences attract fans while allowing grand displays like the dragon tifo. But true commercialization requires a shift in mindset.
"Selling jerseys isn't just about telling sponsors, 'We need X number of shirts.' We provide data-backed proposals: what campaigns will drive sales, how social media will amplify them, in-store displays, even aligning stock with match schedules – standard commercial practices that, surprisingly, no one did before." Eowyn said.
"The crowd, the post-match buzz, and the exposure all prove Hong Kong football was never lacking market value – it's just that no one recognized it or set a price."
After the India match, partnership inquiries poured in. While a fully-fledged "Hong Kong football economy" is still a work in progress, this "Red Sea" has undeniably illuminated a viable path forward.
(Source: Wen Wei Po; Journalist: Ye Shimin; English Editor: Darius)
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