Hong Kong Jockey Club teams up with XIX Entertainment to become global sports entertainment brand

The Hong Kong Jockey Club (HKJC) has partnered with XIX Entertainment to launch its transformation into a global sports entertainment brand.

The move aims to integrate racing, equestrian sports, and entertainment, attracting a broader international and younger audience.

The HKJC has built a strong global presence in horse racing for the past two decades, with top Group 1 races and two of the world’s best horses currently based in Hong Kong. The club’s races reach millions across five continents, with 25% of its income coming from overseas. Its facilities and entertainment offerings, such as the “Happy Wednesday” brand, have made it a major destination for both racing and leisure.

In the 2023/24 financial year, the club contributed a record HK$40.1 billion in taxes and charitable donations. Over 143,000 tourists have visited its racecourses this season, a testament to the success of the Hong Kong government’s tourism initiatives, including efforts by the Culture, Sports and Tourism Bureau and the Hong Kong Tourism Board to promote local horse racing globally.

The partnership with XIX, led by Simon Fuller, will bring the global pop group Now United to Hong Kong. Now United will perform and create content highlighting Hong Kong’s cultural and racing scenes, reaching their 40 million social media followers. The collaboration also includes a talent search in Hong Kong for a new member of the group, with the winner receiving training and exposure in music videos and reality shows.

Winfried Engelbrecht-Bresges, CEO of the HKCJ, said that the collaboration supports their vision of becoming a globally recognized sports entertainment brand, combining horse racing with unique entertainment experiences. He also highlighted the club's commitment to strengthening Hong Kong’s global connections and celebrating the special relationship between horses and humans.

“I believe there is an important opportunity to bring inspiring and joyful entertainment to Hong Kong and Horse Racing,” added Fuller. “This is an incredible city full of potential with so many stunning iconic locations to share with the world."

The collaboration will culminate in live performances by Now United at the LONGINES Hong Kong International Races in December 2025.