The Hong Kong Jockey Club (HKJC) is accelerating its international transformation by partnering with the globally recognized firm XIX Entertainment. This strategic move strengthens HKJC’s vision of becoming a leading sports-entertainment brand while contributing to cultural exchange, in line with China’s 14th Five-Year Plan.
Currently, overseas revenue contributes 25% to HKJC’s overall income. With this new direction, the Club will combine horse racing, equestrian sports, and entertainment to offer a differentiated and immersive experience. According to CEO Winfried Engelbrecht-Bresges, the shift aims to connect more deeply with young audiences and enhance cultural ties with Mainland China.
As the first step in this partnership, international pop group Now United will perform live in Hong Kong. Simon Fuller, founder of XIX Entertainment, highlighted the event as “a showcase of Hong Kong’s creative energy and global appeal.” Moreover, the collaboration will include a series of innovative campaigns themed around the Year of the Horse. These campaigns will utilize social media and digital platforms to engage global audiences and amplify HKJC’s brand voice.
This transformation serves multiple purposes. First, it reinforces HKJC’s leadership in global horse racing and equestrian events. Second, it fosters international cultural exchange through entertainment. Third, it increases youth participation by blending tradition with modern experiences. Finally, it boosts HKJC’s contribution to social welfare initiatives.
Overall, the Hong Kong Jockey Club is no longer just a traditional sports institution. Instead, it is evolving into a dynamic, globally minded entertainment powerhouse. As this strategy unfolds, HKJC is expected to increase its international influence and set new standards for innovation in the global racing industry.
