Hong Kong Jockey Club appoints Square in the Air

TAGs: hong kong jockey club, Square in the Air

Award-winning agency hired to help boost awareness on Hong Kong racing product in UK

1 September, 2017 – Square in the Air has been appointed by the Hong Kong Jockey Club to act as its UK PR and marketing representative ahead of the start of the 2017/18 Hong Kong racing season this Sunday [3 September].

UK horseracing punters now have the opportunity to bet into the Hong Kong pools, the largest tote pools anywhere in the world, in all major high street betting shops, including Betfred, Ladbrokes Coral, Paddy Power and William Hill. Punters can also bet into the Hong Kong pools online with Betfred.

Square in the Air will help manage partnerships with the UK racing media and betting companies, provide a full media relations service and a targeted digital marketing campaign to help boost awareness of Hong Kong racing in the UK.

Hong Kong Jockey Club appoints Square in the AirIn the 2016/17 season, the Hong Kong Jockey Club reported record turnover of a staggering 117bn Hong Kong dollars (£11.5bn), while a standard Sunday meeting at Sha Tin would see turnover eclipse the four days of the Cheltenham Festival in the UK.

Founded in 1884, the Hong Kong Jockey Club is a not-for-profit enterprise dedicated to the overall betterment of the Hong Kong community. As one of the world’s top ten charity donors, the Club generates substantial economic and social value.

Bill Esdaile, MD at Square in the Air, said: “Hong Kong racing is the envy of the world, so it’s a huge honour for us to be working with the Hong Kong Jockey Club as their UK representative.

“We will be educating people about Hong Kong racing and the intricacies of tote betting, as well as telling all the fantastic stories that come from the top class action at Happy Valley and Sha Tin each week.”

George Irvine, Commingling Development Director at Hong Kong Jockey Club, added: “We were really impressed by Square in the Air’s knowledge and approach to help boost interest and awareness in Hong Kong racing in the UK.

“Horseracing was born in the UK and there is a hugely knowledgeable and engaged customer base over there. And with so many formerly British-trained horses now in Hong Kong, we are truly excited about the potential for growth in the region.”

Square in the Air is a multi-award winning PR and marketing agency that specialises in the betting, gaming, sport and financial sectors. Clients include Ascot Racecourse, Betway, City AM, Ed Stafford,  Gloucester Rugby Club, Racing Post, Sporting Index and

About Square in the Air

Square in the Air (SITA) is a leading communications consultancy serving the betting, gaming, sport and finance industries. We provide exceptional consumer and corporate PR and marketing support for a large number of B2B and B2C companies. Go to for more information.

About Hong Kong Jockey Club

Founded in 1884, The Hong Kong Jockey Club is a world-class racing club that acts continuously for the betterment of our society. The Club has a unique integrated business model, comprising racing and racecourse entertainment, a membership club, responsible sports wagering and lottery, and charities and community contribution. Through this model, the Club generates economic and social value for the community and supports the Government in combatting illegal gambling.

In 2016/17, the Club’s total direct return to the community was HK$30.5 billion. It is Hong Kong’s largest single taxpayer, one of the city’s major employers and one of the world’s top ten charity donors. The Club is always “riding high together for a better future” with the people of Hong Kong.


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