Key points:
- The Hong Kong Jockey Club seeks to become a global sports entertainment brand
- It has partnered with XIX Entertainment to bring Now United to Hong Kong
- The Club aims to boost cultural exchange and global connectivity
The Hong Kong Jockey Club has introduced a new initiative aimed at evolving into an international sports entertainment brand, with the broader goal of increasing its contribution to the community.
As part of this effort, the Club has formed a strategic partnership with XIX Entertainment.
The Club now derives 25% of its income from overseas and it aims to evolve into a global sports entertainment brand by integrating racing, equestrian sports and entertainment into a unified experience. This strategy is designed to expand its reach, particularly among younger audiences and enhance its presence both internationally and in Mainland China.
In the long term, the Club seeks to position itself not only as a leading hub for horse racing and equestrian sports but also as a centre for international cultural exchange, in line with the goals outlined in the National 14th Five-Year Plan.
The Hong Kong Jockey Club has partnered with XIX Entertainment, led by founder Simon Fuller, to bring the global pop group Now United to Hong Kong. This collaboration seeks to showcase local talent and promote stories about Hong Kong and its racing scene to a global audience through social media and live performances.
Simon Fuller, the British-born Founder of XIX, said, "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."
CEO Winfried Engelbrecht-Bresges expressed excitement about the Club's goal to become a globally recognised sports entertainment brand, integrating racing, equestrian sports, and entertainment. He highlighted this initiative as a way to strengthen Hong Kong's global connectivity and foster a passion for horses.
