Hong Kong Jockey Club unveils plan to build global sports entertainment brand

The Hong Kong Jockey Club (HKJC) revealed on Monday 12 May plans to evolve from a racing operator into a global sports entertainment brand, aiming to widen its fan base and generate further value for the Hong Kong community.

As part of the initiative, HKJC has signed a strategic partnership with XIX Entertainment, the company founded by Simon Fuller. The tie-up was announced at a launch ceremony attended by HKJC chief executive Winfried Engelbrecht-Bresges and Fuller.

Racing pedigree as foundation

HKJC said the move builds on two decades of growth as a racing brand, pointing to its Group 1 races, top-ranked horses and jockeys, and broadcast reach across five continents. Around a quarter of its income is now generated from overseas markets. The club also highlighted its Happy Wednesday race meetings and major event days, which combine racing with lifestyle and entertainment programming, as evidence of its existing entertainment offering.

Financially, HKJC reported record contributions of HK$40.1 billion in tax and charitable donations in the 2023/24 season, alongside more than 143,000 tourist visits to its racecourses so far this season. The organisation credited recent government tourism policy support and collaboration with the Hong Kong Tourism Board, and a new partnership with China Tourism Group, for boosting racing tourism.

Wider ambitions

HKJC said its longer-term goal is to integrate racing, equestrian sport and entertainment into a single offering capable of attracting younger audiences globally and in mainland China, positioning itself as a leading destination for horse racing and equestrian sport. The club linked this ambition to Hong Kong’s broader aspiration, as set out in national planning policy, to become a hub for international exchange and cultural cooperation.

Now United partnership

As a first step in the XIX collaboration, HKJC will bring Now United, XIX’s multi-cultural pop group, to Hong Kong. The initiative includes a local talent search for a new member of the group, with the winning finalist receiving training at XIX’s Academy of Pop. A reality series and music videos will be produced during the group’s time in Hong Kong for distribution to its social media following, and Now United will perform at HKJC racecourses, including at the Longines Hong Kong International Races in December 2025.

Auditions for prospective new members, open to applicants aged 18 and above, opened on 12 May.

Engelbrecht-Bresges said the strategy reflects a wish to combine entertainment, racing and equestrian sport around the relationship between horses and humans, and to align with Hong Kong’s ambitions for greater global connectivity, noting the timing ahead of the Year of the Horse in 2026. Fuller said the partnership offered an opportunity to bring positive, aspirational entertainment to Hong Kong and horse racing, describing further announcements as likely in the coming months.