“Breaking New Ground” Campaign

During the Paris Olympics in July-August 2024, the Group launched the “Breaking New Ground” campaign, introducing a series of events and programmes around 4 key themes, namely “Inspire”, “Engage”, “Play” and “Cheer”. These activities included a summer sports training programme led by Hong Kong athletes for secondary school students and a meet-and-greet with members of the Hong Kong, China Delegation at the Paris Olympics as well as other elite athletes, with an aim to encourage the local sports scene and the development of local athletes.

In addition, the Group hosted a variety of sportsthemed activities at our major shopping malls, such as live-streaming key Olympic events, a photo exhibition featuring local athletes and sharing sessions, to rally support for Hong Kong athletes and get the city into the Olympic spirit.

#Inspire: Committed to supporting young local athletes’ sports and academic development, the Lee Shau Kee Foundation made a gift of HK$7.2 million to HKU in 2022 to establish the “HKU Lee Shau Kee Top Athletes Scholarship”. The scholarship awards HK$400,000 each to some of the outstanding athletes admitted to HKU through the “Top Athletes Direct Admission Scheme”.

Meet and Greet with HKU’s Top Athletes
As part of the campaign, 160 aspiring young minds gathered at Cloud 39 at The Henderson to meet our remarkable HKU Lee Shau Kee Top Athletes Scholars. Our stellar athletes - Cindy Cheung Sum Yuet (swimming), Magnus Prostur Johannsson (athletics), Chloe Pak Hoi Man (athletics), and Rafeek Kikabhoy (windsurfing) - inspired the room with their powerful stories, showing secondary school students that dreams know no bounds. These champions exemplify how passion and dedication can lead to success in both sports and academia. Supported by the Lee Shau Kee Foundation, the HKU Lee Shau Kee Top Athletes Scholarship has empowered 20 exceptional athletes to pursue their aspirations since 2022, with some even representing our city at the Olympics!

The energy was electric during our “INSPIRE” session, where our athlete scholars shared their winning strategies for success - from daily training routines to balancing sports and studies. Their determination and grit left our young audience member truly energised.

#Engage: To further promote local sports development, Henderson Land has partnered with GDCD Association Limited, a youth sports charity, and InspiringHK Sports Foundation to host a summer sports training programme with more than 30 sports classes for nearly 200 secondary school students between June and August. These activities spanned various disciplines, including swimming, fencing, table tennis, badminton, windsurfing, and tennis. These sessions not only fostered young talent but also ignited a passion for sports and teamwork among all participants.

#Play: To give this summer an added boost of energy and dynamism, the Group organised a host of sportsthemed activities at our major shopping malls MCP in Tseung Kwan O, and MOSTown in Ma On Shan. Among them was an amusement park featuring popular cartoon characters to enable the public to take part in sports games and dive into the Olympic spirit.

#Cheer: Before the start of the Paris Olympics, the Group invited 9 recipients of the HKU Lee Shau Kee Top Athletes Scholarship, to cheer for their fellow local athletes on the Group’s social media platforms, uniting the city in supporting them to bring more sporting glory to Hong Kong.

We also supported the Sports Federation & Olympic Committee of Hong Kong, China to present the “Eye on the Olympics” photo exhibition in major shopping malls. Centered on the aspirations of Hong Kong athletes, the exhibition showcased striking portraits of 24 Hong Kong athletes, created in collaboration with 5 renowned photographers. Through all these powerful images, the athletes shared their personal journeys and goals, aiming to inspire the public and gather support for Team Hong Kong, China.