The Hong Kong Jockey Club (HKJC) unveiled an ambitious initiative to evolve from a premier horse racing institution into a global sports entertainment brand. This transformation aims to integrate racing, equestrian sports, and entertainment, positioning Hong Kong as a nexus for international exchange, tourism, and cultural connectivity.

Strategic Partnership with XIX Entertainment

To spearhead this evolution, HKJC has partnered with XIX Entertainment, led by renowned entrepreneur Simon Fuller. This collaboration introduces the global pop group Now United to Hong Kong, marking the first of many initiatives blending entertainment with traditional racing events.

Engaging the Youth and Global Audiences

A key component of this initiative is a talent search in Hong Kong for a new member of Now United. Selected talents will receive professional training at XIX Entertainment’s Academy of Pop, offering local performers an unprecedented opportunity to gain international exposure. Performances by Now United at HKJC racecourses, including the prestigious LONGINES Hong Kong International Races in December 2025, will be broadcast globally, showcasing Hong Kong's vibrant culture and racing heritage.

Aligning with Hong Kong's Global Aspirations

HKJC's vision aligns with Hong Kong's goals outlined in the National 14th Five-Year Plan, aiming to establish the city as a major hub for international exchange and cultural collaboration. By integrating entertainment with equestrian sports, HKJC seeks to attract a younger demographic and expand its global and Mainland China audience.

Implications for Stakeholders

• For Tourists and Fans: Enhanced race day experiences combining world-class entertainment with traditional horse racing.

• For Local Talent: Opportunities to participate in international entertainment platforms and gain global recognition.

• For Hong Kong's Economy: Increased tourism and cultural exchange, bolstering the city's position as a global entertainment and sports hub.

Looking Ahead

As HKJC embarks on this transformative journey, stakeholders can anticipate a series of innovative events and collaborations that blend the excitement of horse racing with the allure of global entertainment. This strategic pivot not only revitalizes HKJC's brand but also contributes to Hong Kong's broader cultural and economic objectives.