Hong Kong Jockey Club Targets Global Sports Brand Status

The Hong Kong Jockey Club (HKJC) has announced a strategic initiative aimed at evolving into a global sports entertainment brand, building on its status as a leading international racing operator. As part of this plan, the Club has partnered with XIX Entertainment, an international media and talent management firm, to support global positioning efforts and community outreach.

Currently, HKJC generates 25% of its income from overseas markets and broadcasts its races across five continents. Its racecourses regularly host Group 1 events, featuring globally ranked horses, trainers, and jockeys. The Club has also grown its racecourse entertainment through initiatives such as the Happy Wednesday brand and large-scale events that blend sport with lifestyle and entertainment experiences.

In the 2023/24 financial year, HKJC contributed HK$40.1 billion in tax and charity donations, underlining its dual role as a racing operator and a philanthropic institution. With racing tourism identified as a growth area in Hong Kong’s latest CE Policy Address, the Club reported over 143,000 international visitors so far this season.

HKJC now aims to integrate racing, equestrian sport, and entertainment into a unified platform to attract a younger and more global audience, aligning with Hong Kong’s goals under China’s National 14th Five-Year Plan to promote international cultural exchange.

The Club’s first collaboration with XIX Entertainment will introduce Now United, the global pop group created by XIX founder Simon Fuller, to Hong Kong. The initiative includes a talent search, performance programming, and digital content designed to boost global awareness of Hong Kong racing through music, storytelling, and fan engagement.

Planned activations include a reality series and music video production in Hong Kong, culminating in Now United performances at the Club’s venues, including during the 2025 LONGINES Hong Kong International Races. The initiative aims to position horse racing within a wider entertainment and cultural framework, further elevating the city’s profile as a global hub for sports and leisure.

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.” He added, “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.”