Hong Kong Jockey Club Teams Up with XIX Entertainment to Expand Global Presence
The Hong Kong Jockey Club has announced a strategic partnership with XIX Entertainment, marking its transition into a global sports entertainment brand. The collaboration aims to engage new audiences, particularly younger fans, by integrating horse racing with entertainment and cultural experiences.
Expanding Beyond Racing
The Hong Kong Jockey Club is extending its brand into global entertainment. Through a collaboration with XIX Entertainment, led by its founder Simon Fuller, the Club is positioning itself to attract broader international audiences and showcase Hong Kong’s vibrant culture.
Winfried Engelbrecht-Bresges, CEO of The Hong Kong Jockey Club, emphasized that integrating entertainment, racing, and equestrian sports will celebrate the strong bond between horses and humans. He also noted the initiative aligns closely with Hong Kong’s ambitions outlined in the National 14th Five-Year Plan, which positions the city as a major hub for international exchange and cultural collaboration.
Strategic Partnership with XIX Entertainment
XIX Entertainment, globally recognized for its successful projects in music and entertainment, is collaborating closely with the Club to leverage Hong Kong’s appeal. British entrepreneur Simon Fuller, known for creating influential global brands, expressed his enthusiasm about the collaboration:
“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.”
The partnership strategically anticipates the Year of the Horse in 2026, aiming to build excitement through innovative entertainment initiatives, lifestyle engagement, and cultural storytelling. The vision is clear: make Hong Kong the premier destination for global horse racing and equestrian sports.
Introducing Now United to Hong Kong
The initial step in this collaboration features Now United, a multi-national pop group managed by XIX Entertainment. Now United will perform at the Club’s racecourses, including a significant appearance at the LONGINES Hong Kong International Races in December 2025. These performances will be broadcasted widely, giving global audiences a fresh glimpse of Hong Kong’s racing and entertainment culture.
Additionally, the partnership will include a talent search within Hong Kong for a new member of Now United. Selected talents will undergo professional training at XIX Entertainment’s Academy of Pop, offering local performers an unprecedented chance to reach international fame.
Beyond entertainment, the collaboration seeks to strengthen community involvement and attract tourism to Hong Kong. The Club has already achieved significant community contributions, donating HK$40.1 billion in taxes and charitable contributions in the 2023/24 financial year alone. Moreover, recent tourism initiatives have drawn over 143,000 visitors to Hong Kong’s racecourses this season, supported by the Culture, Sports, and Tourism Bureau.