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The Hong Kong Jockey Club (HKJC) has announced a bold new initiative to transform itself into a global sports entertainment brand, with the mission of delivering greater value to the community and amplifying Hong Kong’s international standing. As a key milestone in this transformation, the Club has formed a strategic partnership with XIX Entertainment, a leading global entertainment company headed by renowned creator Simon Fuller.
Over the past two decades, the HKJC has established itself as a world-class racing brand, home to some of the globe’s best horses, jockeys, and trainers. Its races are broadcast across five continents and have attracted a global fanbase, with international income now comprising 25% of total revenue. The Club’s acclaimed racecourse experiences—such as the lifestyle-focused Happy Wednesday brand and major race days featuring international stars—have turned racing into a dynamic entertainment spectacle.
In the 2023/24 season alone, the Club made record contributions to Hong Kong society, delivering HK$40.1 billion in tax and charity donations. Its tourism impact has also grown significantly, with over 143,000 visitors attending race meetings this season—thanks in part to the Hong Kong SAR Government’s support and partnerships with the Culture, Sports and Tourism Bureau, the Hong Kong Tourism Board, and the China Tourism Group.
Now, the Club is setting its sights higher: to become the world’s premier destination for horse racing and equestrian sport, through a fully integrated offering of racing, lifestyle, and entertainment. This global vision supports Hong Kong’s goals as a hub for international exchange and aligns with the National 14th Five-Year Plan, which designates Hong Kong as a centre for international cultural collaboration.
As the first step, HKJC is partnering with XIX Entertainment to bring the global music phenomenon Now United to Hong Kong. The multicultural pop group—formed by Simon Fuller and composed of young talent from around the world—will lead a new wave of entertainment that celebrates Hong Kong’s vibrancy, creativity, and cultural connectivity.
The partnership includes:
A talent search in Hong Kong to find the next member of Now United
Training at XIX’s Academy of Pop for finalists
A reality series and music videos filmed in iconic Hong Kong locations
Live performances at HKJC racecourses, culminating at the LONGINES Hong Kong International Races in December 2025
Social media engagement with over 40 million followers worldwide
Winfried Engelbrecht-Bresges, CEO of The Hong Kong Jockey Club said he was excited to announce the HKJC’s plans to become a globally recognised sports entertainment brand, which will enable the Club to contribute even more to Hong Kong. Holistically integrating entertainment, racing and equestrian sport, at its heart will be a celebration of the strong bonding between horses and humans. This, he said, perfectly matches Hong Kong’s aspiration to expand its global connectivity. Finally, looking ahead to the Year of the Horse in 2026, it is the perfect moment to use entertainment, lifestyle and social content to foster new connections and promote passion around the horse – heritage, power, elegance and emotion brought to life.
Simon Fuller, Founder of XIX Entertainment, added:
“I am excited to be collaborating with Hong Kong and the Jockey Club to create something aspirational and positive. 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.”
This partnership marks the beginning of a new era where sport meets entertainment, where tradition meets innovation, and where Hong Kong’s global ambitions are brought vividly to life.
