Hong Kong China Rugby CEO James Farndon – “Hugely Exciting Times Ahead”

We spoke with Hong Kong China Rugby CEO James Farndon at the recently held and successful Cathay/HSBC Hong Kong Sevens Long Lunch, which launched the 2024 Sevens tournament. We discussed the success of partnerships, the buzz at Hong Kong China Rugby and what he is enjoying about his role.

The Cathay/HSBC Hong Kong Sevens Long Lunch special guests Michael Hooper (former Wallaby captain) and Rikki Swannell (broadcaster and rugby commentator as well as ChildFund Rugby ambassador) gave personal insights into their careers and the state of rugby today at what was an entertaining and anthropological lunch event which also saw Laureus recommit.

James Farndon took over the role from Robbie McRobbie in July 2024 and said of the first Long Lunch under his stewardship, “It has been successful. It’s my first Long Lunch, and certainly, the internal team has done a terrific job bringing everyone together at a great venue showcasing some of our key visuals and branding (we were also treated to a first look at the new Cathay Pacific advert video for the HK Sevens* see below).

It’s been great to see this all in action, and for me as the CEO, I am really proud of the team. There have been some great speakers, and I think everyone’s extremely excited, given the move to Kai Tak Stadium.”

Farndon added, “It is evident to me, in the first months of being in the job, how excited people actually are. Yes, they look back, but they are also looking forward to what’s coming.”

Edward Bell, General Manager of Brand, Insights, and Marketing at Cathay, said “The Cathay/HSBC Hong Kong Sevens is arguably at a turning point – from a fun sporting event that takes place in Hong Kong to becoming one of the world’s most iconic entertainment events. It’s unique to the world and it’s growing. One-quarter of attendees to the 2024 Sevens had not been to one before. And now at the new world-leading Kai Tak Sports Park, it is poised to attain true bucket-list status like so many other great events out there. This is what we’re trying to talk about and accelerate.”

During the lunch, the Carbine Club of Hong Kong donated HK $230,000 to Laureus Rugby For Good, while the event was a celebration of the spirit of rugby and community as vital funds were raised. Partners at the luncheon included Cathay Pacific, HSBC, Carlsberg Group, The Coca-Cola Company, and Castore.

Laureus added, “We’re excited to announce the extension of our charity partnership with the 2025 Cathay/HSBC Hong Kong Sevens. Laureus became the first official charity partner of the Cathay/HSBC Hong Kong Sevens in 2018 and the partnership will continue Laureus’ long-standing commitment to using sport to improve the lives of young people throughout Hong Kong, China and beyond. 2025 will be an incredible event at the tournament’s new home, the Kai Tak Stadium and build on all of the great times at the Hong Kong Stadium.”

Photo Credit: HKCR

We didn’t have a chance to visit the inside of the Kai Tak Sports Park but were nearby at the Dorsett Hotel which overlooks the facilities – and it is stunning. The area was still under construction but HKCR also hosted a first international game at the Kai Tak Community Ground the weekend following the lunch which was a success.

The 50,000-seat main stadium features pearl-like façade panels, a retractable roof, and a flexible pitch surface, capable of hosting world-class events regardless of the weather.

We asked the CEO about the road map in terms of what’s going to happen and the ramp-up to the Cathay/HSBC Hong Kong Sevens 2025 now that the dates are locked in and the tickets are on sale.

“Our team will be working very hard to promote the event and encourage ticket sales of course. From my perspective, the stadium is really starting to come to life now. You can imagine the players playing there, imagine the fans in the stands, seeing people in the hospitality suites all having a great time. Our role is to provide excitement through our socials and provide a view of what it is going to be like as much as we can, negating some of the thoughts that it’s going to be challenging. The transport will be far easier than people think too.”

Having been to the stadium ourselves and seen what’s planned, we think those from afar and those clinging to the nostalgia of the famous old ground should be receptive to what the new facilities will offer. It is the first purpose-built Sevens Rugby stadium in the world (with 24 changing rooms – the number of sides which compete in the World Rugby HSBC SVNS Series).

James Farndon explained, “I think wherever fans are travelling from, there will be such a wow factor with the venue. Naturally, people will look back, and so they should, because it’s been fantastic. But this will be an entirely different experience compared to previous events.”

Photo Credit: HKCR

Hong Kong China Rugby – Hugely Exciting Times

Farndon took on the role at a significant time for HKCR. The Women’s representative XV recently competed at the WXV trying to qualify for their second-ever Rugby World Cup, while the RWC 2027 Australia pathway qualification for the Men’s XV will see them attempt a debut qualification if they are successful in winning the Asia Rugby Men’s Championship 2025.

In the space of 18 months, so much had changed and there was a lot to be excited about in Hong Kong China rugby. We asked the HKCR CEO if he was enjoying the buzz or also finding it daunting.

“One of the primary reasons I wanted to take on this role is to be able to make a positive contribution in times of change.

In my view, there are always a lot of exciting initiatives going on at HKCR. We have the annual age group New Year’s Day tournament coming up. We’ve got a talent ID day in partnership with the Hong Kong Sports Institute in December, which has a lot of government interest. It’s a hugely vibrant and positive time at the moment. We have a new website and an innovative new kit supplier in Castore. All these things are, for me, hugely exciting. The team’s done a great job to move things forward.”

HKCR has also laid out their long-term plans in a new HKCR Strategic Plan 2024-2035 document, so we asked where in terms of the broad picture, he would like to see things go over the next 12-18 months.

“We can’t underestimate the importance of delivering a successful Hong Kong Sevens for us as a business. Exploring further events and diversifying our revenue streams, with e-commerce and digital platforms is also hugely important (like the partnership we now have with Castore as our kit supplier).

Photo Credit: HKCR

Without gravitating straight to the national representative game, it is about the clubs and the local game which have also come through a really, really challenging period. I’m acutely aware of that through the meetings I’m having with clubs. It won’t happen overnight, but that’ll be a focus for me – on how we can support the local game and grow the local game.

We do have challenges in certain parts of the game, which is reflected in some of our data, but how can we reflect on what’s happened and also build on some positive numbers in some of the age groups to support future participation?

I guess in summary, it is looking at the local game, developing the community game, as well as the top end, but then also trying to maintain a strong Premiership. This then lends itself to stronger representative rugby, continuing to create recognised Hong Kong China Rugby role models who inspire people.

There’s also many other aspects that have strategic performance, including player welfare and safety measures. We will also continue to consider the reach and resonance of our game using all formats, including 15s, Sevens, Touch, community and district rugby – we’re trying to approach things differently in the school game too.”

Lots To Look Forward To – James Farndon

Photo Credit: HKCR

Even though James Farndon has only been in the role as CEO since mid-2024 we asked what had most impressed him thus far.

“I’ve got a really good team, and I’ve seen how they work across the commercial side, throughout the business and more locally across participation and the community team, and also across the representative squads. The work ethic of the team has been great internally.

I’m a natural juggler by nature, so although it’s very, very busy, I’ve really liked the diversity of things I’ve been doing as a leader, being able to engage with the government, working with Kai Tak Sports Park and the key stakeholders there, and then helping with some of the reviews for the representative squads, and working with the community team to look at how we progress Rugby for Good.

There’s been a great variety of work which reflects Hong Kong as such a vibrant city, it’s a great place to be.”

Hong Kong China Rugby News

• HKCR Announce James Farndon As New CEO – Set To Take Over In Mid-2024
• Kai Tak Stadium Confirmed As Cathay/HSBC Hong Kong Sevens 2025 Venue
• 2025 Cathay/HSBC Hong Kong Sevens – What You Need To Know.