Hong Kong Jockey Club Aims to Establish Global Sports Entertainment Identity and Showcase Tourism
In a significant announcement made on May 12, 2025, The Hong Kong Jockey Club (HKJC) revealed a transformative initiative aimed at evolving into a globally recognized sports entertainment brand. This strategic shift is not just about horse racing; it signifies a broader vision to bolster Hong Kong's status as a key player in international tourism and cultural exchange. Partnering with XIX Entertainment, a renowned name in the entertainment industry founded by Simon Fuller, the HKJC is poised to create a holistic experience that intertwines racing, equestrian activities, and live entertainment.
Over the last two decades, HKJC has established itself as a premier racing institution, having produced world-ranked races and elite equine athletes. Its appeal extends beyond local borders, with a notable 25% of its income now derived from international sources. The club has successfully attracted a significant number of tourists, with over 143,000 visitors to its racecourses this season alone, a number that underscores the successful integration of entertainment into the racing world. Together with support from Hong Kong's CE Policy Address and the Culture, Sports and Tourism Bureau, the club is ramping up efforts to promote its racing tourism globally.
The aspired transformation includes a bold vision to enrich the cultural fabric of Hong Kong while expanding its reach, especially among younger audiences. The partnership with XIX Entertainment stands as a pivotal first step. As part of this collaboration, the globally recognized pop group Now United, representing a diverse array of talent from around the world, will take center stage in Hong Kong. This partnership holds a promise of vibrant performances and dynamic audiovisual content that emphasizes the connection between the global community and Hong Kong's racing heritage.
Winfried Engelbrecht-Bresges, the CEO of the HKJC, expressed excitement over this revolutionary direction. He underscored that their goal is not merely to be recognized as a sports entity but as a dedicated platform that cultivates and celebrates the bond between horses and humans. Furthermore, this aligns perfectly with Hong Kong’s aspirations outlined in the National 14th Five-Year Plan, aimed at fostering global connectivity and cultural exchanges.
The collaboration with Simon Fuller heralds a new era for the HKJC, as they plan to host talent searches aimed at finding local artists to join Now United. This initiative offers Hong Kong’s young talents unparalleled exposure and opportunities on the global stage, as finalists will not only receive expert training but also gain visibility through various media channels. Additionally, live performances at major events, including the LONGINES Hong Kong International Races in December 2025, will further immerse local audiences in the attractive blend of racing and entertainment that the club aims to offer.
Engelbrecht-Bresges articulates a shared vision with Fuller that envisions combining entertainment, sports, and community initiatives that bridge cultural divides, celebrating values such as legacy, power, and elegance—qualities that horse racing exemplifies. This transformation promises not only to elevate Hong Kong as a cornerstone of global sporting events but also to generate significant cultural enrichment and social value for the community.
With Now United leading the charge alongside the HKJC, the future of sports entertainment in Hong Kong looks promising. The launch of this initiative could very well mark the beginning of an exciting journey that sets the stage for the Year of the Horse in 2026, kicking off a myriad of engaging events aimed at enhancing global visibility and creating a lasting impact.
As the racing world eagerly anticipates these new developments, all eyes will be on Hong Kong to witness how this ambitious plan unfolds and redefines the intersection of sports, entertainment, and tourism. For further updates and details about the talent search for Now United, prospective applicants can visit their official website.
Over the last two decades, HKJC has established itself as a premier racing institution, having produced world-ranked races and elite equine athletes. Its appeal extends beyond local borders, with a notable 25% of its income now derived from international sources. The club has successfully attracted a significant number of tourists, with over 143,000 visitors to its racecourses this season alone, a number that underscores the successful integration of entertainment into the racing world. Together with support from Hong Kong's CE Policy Address and the Culture, Sports and Tourism Bureau, the club is ramping up efforts to promote its racing tourism globally.
The aspired transformation includes a bold vision to enrich the cultural fabric of Hong Kong while expanding its reach, especially among younger audiences. The partnership with XIX Entertainment stands as a pivotal first step. As part of this collaboration, the globally recognized pop group Now United, representing a diverse array of talent from around the world, will take center stage in Hong Kong. This partnership holds a promise of vibrant performances and dynamic audiovisual content that emphasizes the connection between the global community and Hong Kong's racing heritage.
Winfried Engelbrecht-Bresges, the CEO of the HKJC, expressed excitement over this revolutionary direction. He underscored that their goal is not merely to be recognized as a sports entity but as a dedicated platform that cultivates and celebrates the bond between horses and humans. Furthermore, this aligns perfectly with Hong Kong’s aspirations outlined in the National 14th Five-Year Plan, aimed at fostering global connectivity and cultural exchanges.
The collaboration with Simon Fuller heralds a new era for the HKJC, as they plan to host talent searches aimed at finding local artists to join Now United. This initiative offers Hong Kong’s young talents unparalleled exposure and opportunities on the global stage, as finalists will not only receive expert training but also gain visibility through various media channels. Additionally, live performances at major events, including the LONGINES Hong Kong International Races in December 2025, will further immerse local audiences in the attractive blend of racing and entertainment that the club aims to offer.
Engelbrecht-Bresges articulates a shared vision with Fuller that envisions combining entertainment, sports, and community initiatives that bridge cultural divides, celebrating values such as legacy, power, and elegance—qualities that horse racing exemplifies. This transformation promises not only to elevate Hong Kong as a cornerstone of global sporting events but also to generate significant cultural enrichment and social value for the community.
With Now United leading the charge alongside the HKJC, the future of sports entertainment in Hong Kong looks promising. The launch of this initiative could very well mark the beginning of an exciting journey that sets the stage for the Year of the Horse in 2026, kicking off a myriad of engaging events aimed at enhancing global visibility and creating a lasting impact.
As the racing world eagerly anticipates these new developments, all eyes will be on Hong Kong to witness how this ambitious plan unfolds and redefines the intersection of sports, entertainment, and tourism. For further updates and details about the talent search for Now United, prospective applicants can visit their official website.
Topics Entertainment & Media）
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