DBS HK partners with Matt Orr on community football drive

Ahead of the highly anticipated Hong Kong Football Festival 2026, DBS Bank, as the diamond sponsor and banking partner of the first match, has partnered with Tung Wah Group of Hospitals to bring an interactive football experience to children and community.

The crown jewel of the festival—a highly anticipated clash between European giants Manchester City and FC Internasionale Milano—is serving as the backdrop for a series of community-led initiatives aimed at inspiring the next generation of local athletes.

The community initiative kicked off with an interactive sports experience designed to introduce young children to the fundamentals of athletics and teamwork. More than 20 children from TWGHs’ nursery schools attended a special gathering where they were joined by prominent figures in Hong Kong football, including national team forward Matt Orr and fellow local star Philip Chan.

Rather than a standard corporate appearance, the event focused on active engagement. Orr and Chan led the young participants through basic drills and lighthearted games designed to foster motor skills, encourage active lifestyles, and introduce the core values of sportsmanship. For the young fans, the chance to learn directly from active professional athletes offered a tangible connection to the sport’s highest levels.

The initiative will expand later this month to give older students a first-hand look at world-class football operations. On 31 July 2026, DBS Hong Kong and TWGHs will host 100 primary school students from various community service centers at the newly completed Kai Tak Stadium.

The students will attend Manchester City’s open training session, offering them a rare, behind-the-scenes look at how elite international athletes prepare for high-stakes competition. For many of the students, the event represents not only their first time seeing Premier League stars in person, but also their first opportunity to experience the atmosphere of Hong Kong's state-of-the-art sports hub.

The community drive coincides with the launch of the "Score together with DBS" campaign, which features Matt Orr as its brand campaign ambassador.

The campaign uses the dynamics of a football pitch to mirror life's broader journeys. In professional football, a forward's ability to score relies heavily on the strategic assists, structure, and defensive reliability of the rest of the team—a concept the organisers compare to the role of a trusted partner in navigating career and financial planning.

Ultimately, the initiative highlights a growing trend among major sporting sponsors in the region: shifting focus away from exclusive stadium suites and toward grassroots community integration, ensuring that Hong Kong’s major sporting events leave a lasting impression long after the final whistle blows.

Alphae Chen, managing director and head of group marketing and communications, DBS Hong Kong said, “Football is more than just a sport; it is a universal language that connects people across cultures and geographies. DBS Hong Kong is delighted to support the ‘Hong Kong Football Festival 2026’ and share this passion and vitality with the wider community."

"Over the years, DBS Hong Kong and Tung Wah Group of Hospitals have maintained a close partnership in community development. Through this major sporting event, we hope to bring football and the spirit of sportsmanship into the community, inspiring more young people to pursue their dreams with courage," Chen added.

MARKETING-INTERACTIVE has reached out to DBS for more information.

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