The Hong Kong Jockey Club (HKJC) has announced an initiative to transform itself into a global sports entertainment brand with the goal becoming the world’s premier destination for global horse racing and equestrian sports.
The initiative will also look to promote Hong Kong to the world via a partnership with production company XIX Entertainment and its pop group Now United.
In a lengthy statement, HKJC said it had decided to take its strong race day experience – which had already helped it contribute a record HK$40.1 billion in tax and approved charity donation in 2023/24 alone – one step further to create a holistically integrated racing, equestrian sports and entertainment experience.
This, it explained, would enable HKJC to expand its fan base, especially among the younger generation, and to reach out to a global and mainland audience.
The collaboration with XIX and Now United is described by HKJC as the first step, giving Hong Kong’s talent a chance to shine on the world stage. Through social media and racecourse performances, the group will share positive stories about Hong Kong and Hong Kong racing with their millions of fans around the world.
A talent search in Hong Kong for the next member of the group will be held with the finalist to receive masterclass training from top-class professionals at XIX Entertainment’s Academy of Pop. There will also be a reality series and music videos filmed with Now United during their stay in Hong Kong, to be shared with their 40 million social media followers across multiple platforms around the world, HKJC said.
“I am excited to be collaborating with Hong Kong and the Jockey Club to create something aspirational and positive,” said XIX founder Simon Fuller.
“I believe there is an important opportunity to bring inspiring and joyful entertainment to Hong Kong and Horse Racing. This is an incredible city full of potential with so many stunning iconic locations to share with the world.
“My global pop group Now United being here in Hong Kong is the beginning of many more exciting announcements in the coming months, leading to celebrating the year of the horse.”
HKJC CEO Winfried Engelbrecht-Bresges said becoming a globally recognized sports entertainment brand will enable HKJC to contribute even more to Hong Kong.
Holistically integrating entertainment, racing and equestrian sport would at its heart be a celebration of the strong bonding between horses and humans, he added, and perfectly matches Hong Kong’s aspiration to expand its global connectivity.
As reported by IAG, HKJC has also recently confirmed it is in discussions with the government to expand its sports betting offering by adding basketball to the mix.
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