The Hong Kong Jockey Club announced a major initiative yesterday that will put the Club’s world-class racing and racecourse entertainment firmly on the global tourist map and further promote Hong Kong as Asia’s most vibrant tourist destination.
Already a world-class racing brand, with its Group 1 races and superstar horses featuring strongly in the world rankings, the Club plans to go a step further by transforming itself into a global sports entertainment brand. Through holistically integrating racing, equestrian sports and entertainment, the aim is to expand the Club’s fan base in the Mainland and globally, especially among the younger generation.
As a first step the Club is partnering with XIX Entertainment and its visionary founder, Simon Fuller, the man behind the Spice Girls and the creator of the “American Idol” tv franchise. The tie-up will initially focus on Now United, a pop group managed by XIX featuring young song and dance talent from around the world, and its search for a new band member in Hong Kong. The finalist will receive masterclass training 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 worldwide. Hong Kong audiences will also have the chance to see Now United perform live at the Club’s racecourses, including at the LONGINES Hong Kong International Races in December.
A record 143,000 tourists from the Mainland and overseas have visited the city’s racecourses so far this season. Such growth enables the Club to significantly increase its support for the community. In 2023/24 alone, the Club contributed a record HK$40.1 billion in tax and approved charity donations.
The Club’s CEO, Winfried Engelbrecht-Bresges, said he was excited to announce the Club’s plans to become a globally recognised sports entertainment brand, which will enable the Club to contribute even more to Hong Kong. Looking ahead to the Year of the Horse in 2026, it is the perfect time to harness entertainment, lifestyle and social content to foster new connections and promote passion around the horse, he added.
