The Hong Kong Jockey Club (HKJC) has revealed a partnership with XIX Entertainment (XIX) as the former undergoes a transformation towards a global sports entertainment group. 

The pair will launch a new community initiative which integrates racing, equestrian sports and entertainment experiences – such as collaborations with the music sector – to enable the Club to expand its fan base, especially to the younger generation, and to reach out to further audiences. 

This is in the hopes of becoming a hub for international exchanges and cooperation, as well as a centre for international cultural exchange. The HKJC also emphasised that this will help it contribute more to society, likely via tax returns and other funds on top of the aforementioned cultural efforts.

It is important to note that in 2023/24, the Club returned a total of HK$40.1bn ($5.14bn) to the community. This included HK$29.9bn($3,83bn) to the HKSAR Government in duty, profits tax, and Lotteries Fund contributions, and HK$10.2bn ($1.31bn) in approved charity donations.

The Club is Hong Kong’s largest single taxpayer and one of the city’s major employers while its Charities Trust is one of the world’s leading charity donors.

Winfried Engelbrecht-Bresges, HKJC CEO of the Club, commented on the new deal: “I am excited to announce our 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,” Engelbrecht-Bresges added.

The first step

The initiative with XIX is the first move in the HKJC’s planned transformation, and will bring XIX’s global pop group, Now United, to Hong Kong. The partners hope to subsequently showcase Hong Kong’s homegrown talent globally, while a talent search will take place for the next member of the group.

Meanwhile, through social media and racecourse performances, the organisation will also share positive stories about the country and its racing with fans.

“I am excited to be collaborating with Hong Kong and the Jockey Club to create something aspirational and positive,” added Simon Fuller, Founder of XIX.

“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.”

The combination of pop music and horse racing is new for Hong Kong but is relatively established in other notable racing markets. UK racetracks have been hosting concerts for years, for example, in a bid to diversify and grow audiences amid years of struggling attendances and revenues.

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