CTF Life named sole diamond sponsor of Kai Tak Sports Park opening show

Chow Tai Fook Life Insurance Company (CTF Life) has become the sole diamond sponsor of the Kai Tak Sports Park (KTSP) grand opening ceremony, cementing its appointment as the exclusive founding insurance partner of KTSP.  

At the opening ceremony, CTF Life’s brand was prominently displayed in the main stadium, making a strong impression on the live audience, TV viewers and across various platforms.  

In a conversation with MARKETING-INTERACTIVE, Denise Au-Yeung, chief strategy officer of CTF Life, said the sponsorship marks a milestone for CTF Life and showcases its unique brand positioning. "Since our rebranding in July 2024, CTF Life has been actively collaborating with CTF Group’s ecosystem and forging strategic partnerships to create value beyond insurance for our customers." 

This partnership supports KTSP’s pursuit of bringing international events to Hong Kong and reinforcing the city’s position as the “Events Capital of Asia”, she added. "This collaboration underscores our commitment to delivering innovative and diverse life experiences to our customers and their families, while also supporting the development of Hong Kong’s mega events economy and its sports sector."

The deepened partnership with KTSP underscores the company’s robust financial strengths and commitment to supporting the Hong Kong government in promoting local culture, sports, and tourism, creating value beyond sportsmanship. 

In addition to sponsorship opportunities, CTF Life has strong on-site brand presence as well as access to private corporate suites at both the Kai Tak Stadium and the Kai Tak Arena Grand Hall, according to Au-Yeung. "We aim to promote our brand to a broader audience, both locally and internationally, through this collaboration."

On the communications side, it has engaged Paradigm Consulting to develop and execute our communications strategies for both Hong Kong and Mainland China.

The company had earlier announced its title sponsorship of the “Fencing Plus” training programme by Kai Tak Sports Initiative, aimed at nurturing a new generation of elite fencing athletes representing Hong Kong and helping them unleash their potential to become world champions. Registration will open later this month. 

Ip Man Kit, executive director and chief executive officer of CTF Life, said: “As the exclusive founding insurance partner of KTSP and the proud diamond sponsor of its opening ceremony, we are truly making history with this significant milestone for both Hong Kong and CTF Life.” 

“Our collaboration with KTSP across multiple areas empowers local athletes and performers to unlock their full potential at Hong Kong’s largest integrated sports and entertainment landmark. The partnership will not only bring in world-class international events but also champion the ‘Sports for All’ culture, thus delivering exceptional and diverse experiences for our customers, fulfilling our promise to create value beyond insurance,” he added.

On the other hand, KTSP also named Carlsberg Hong Kong as its official beer partner, offering a diverse portfolio of brands to elevate the experience for international events held at the venue. Meanwhile, Cathay has been tapped as the park's exclusive founding travel partner, highlighting the park's ongoing commitment to promoting sports, arts and culture, and mega-events in the city. 

Officially opened on 1 March, KTSP aims to become the largest integrated sports and entertainment landmark in Hong Kong, bringing together sports and cultural enthusiasts from around the world. 

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