THE SUNDAY STORY – A MUST READ IF YOU HAVE EVEN A PASSING INTEREST IN HORSE RACING

By Graham Potter | Sunday, May 4, 2025

When describing their management structure, the Hong Kong Jockey Club references Winfried Engelbrecht-Bresges under the following: “Mr Engelbrecht-Bresges joined The Hong Kong Jockey Club in 1998 and has been its Chief Executive Officer since February 2007. Under his leadership the Club has undergone significant transformation, becoming one of the world’s leading racing organisations.’

It is now a given that Hong Kong Jockey Club is held in the highest esteem world-wide and, as such, the views of Engelbrecht-Bresges on the intricacies, nuances and the important core essentials of successful racing management are thus well worth noting.

While his comments on the Racing TV television program ‘Luck On Sunday’, given at the conclusion of another successful FWD Champions Day last Sunday, related to the Hong Kong racing scene, there were lessons in there which can, and should, be implemented as a matter of course, by any racing club that is serious about growing their product.

The popular knee-jerk reaction on the local front to any suggestion to follow the Hong Kong lead is that ‘we are not Hong Kong,’ implying that the imbalance in finances make any comparison with Hong Kong’s rich vein of income unfair.

And that money aspect is true, but some things can be taken on board with, at least in the first instance, no monetary cost at all.

These include important aspects of management leadership which are vital in any reach for success … such as a focused, forward-looking approach, fuelled by the setting of ambitious goals, backed by a mentality that is strong enough to withstand any turbulence in getting there.

But, like anything else, there is a starting point … and here is the first lesson that , arguably, can be taken from Engelbrecht-Bresges’s comments.

“If you do not embrace what the fans want … and understand what the fans want … and are passionate about that … you will not be successful,” Engelbrecht-Bresges told Nick Luck.

How important is that outlook … and it doesn’t cost anything!

Do we do that in Australia? Apart from Carnival days, do local racing authorities prioritise the needs of, what Engelbrecht-Bresges calls ‘fans.’ Are they even acknowledged as ‘customers?’

‘Embrace’ and ‘understand’ what fans / customers want! What was it he said, if you don’t do that, “you will not be successful.”

The second lesson from the Engelbrecht-Bresges interview is as important as the first lesson.

In essence, the future of racing depends, not only on looking after its current fanbase, but its future fanbase … and for Engelbrecht-Bresges that requires a shift in direction.

“When you look at our demographics and I see how many of our customers are fifty plus or sixty plus, you can make a prediction when you see what is relevant for Generation Z, that if you are not creating a product for Generation Z which is interesting for this generation, racing will be a dinosaur,” said Engelbrecht-Bresges.

So, how do you do that?

“I believe we have all the elements to do that, and there is one element which I personally think we don’t emphasise enough. What is it that we have which is unique? It is the beauty of the horse in competition and the attraction of this as a live event … and we must push that attraction further.

“Why is it that on ‘Happy Wednesday,’ (the Wednesday meeting before the FWD Champions Day Sunday meeting) ‘are we able to attract a completely different customer segment to Happy Valley.

“It’s because we combine live racing … you are close to the horse … with entertainment … and already (on Sunday) we had a significant increase in younger segments coming to the races.”

“Our other aspect is creating horse racing as a tourist attraction. We see the benefit when we dial up the entertainment element and create a holistic product and package.

“My vision is to create a brand which is not wagering dominated, but it is a sport.”

And it is not a task that can be taken on alone.

“I believe in the future of racing,” emphasised Engelbrecht-Bresges, “but you have to step out of the comfort zone and you have to be clear what your segments are as you look to partner with world class entertainment brands to bring horse racing to a different level with a global reach … a global standard for entertainment and television coverage.

“You have to think that there are people who are much more experienced in creating revenue streams which the sport itself cannot. You want to control your rights, but you need strategic partners to help you create another level of the sport and entertainment product.

“I honestly believe we have only scratched the surface of what we can achieve.”

Of course, ‘we’ can’t do everything that Hong Kong does and a lot of what is detailed here is easier said than done whatever the racing precinct, but what makes the Hong Kong racing scene go vibrant is that the Jockey Club and their competent and committed staff is always ‘working on it’ and therein lies their strength.

Yes, Australia is very different … not least in the scope of the vast geographical area it covers, the huge number of participants and horses involved in the industry and the huge logistical challenge that can represent which complicates the way the different sectors of the industry might be able to gather together in support of the common cause.

But …

Agree with the Hong Kong Jockey Club CEO … or not. … want to accept or try to pick holes in his argument … or not … the indisputable fact remains that Engelbrecht-Bresges’ words certainly prompt plenty of food for thought … and in that, at least, ‘we’ should be able to follow Hong Kong’s lead.

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