THE HONG KONG Jockey Club announced a major initiative to transform into a global sports
entertainment brand, aiming to create greater value for the community. The Club has also entered
into a strategic partnership with XIX Entertainment (XIX), one of the world’s top entertainment
brands.
The Club’s vision is to become a global sports entertainment brand. In other words to create a
holistically integrated racing, equestrian sports and entertainment experience, which will enable the
Club to expand its fan base, especially to the younger generation, and to reach out to a global and
Mainland audience. Ultimately, the aim is to become the premier destination for global horse racing
and equestrian sports, a media release said.
The Club believes this aligns closely with Hong Kong’s goal of becoming a hub for international
exchange and a centre for cultural collaboration, as outlined in the National 14th Five-Year Plan.
As a first step, the Club has partnered with XIX under the leadership of its founder, Simon Fuller. The
first collaboration will bring XIX’s global pop group, Now United, to Hong Kong. The first initiative,
Now United, will give Hong Kong’s talent a chance to shine on the world stage, while through social
media and racecourse performances, the group will share positive stories about Hong Kong and
Hong Kong racing with their millions of fans around the world, the release added.
Hong Kong Jockey Club CEO Winfried Engelbrecht-Bresges said he was excited to announce the
Club’s plans to become a globally recognised sports entertainment brand, which will enable the Club
to contribute even more to Hong Kong. Holistically integrating entertainment, racing and equestrian
sport, at its heart will be a celebration of the strong bonding between horses and humans. This, he
said, perfectly matches Hong Kong's aspiration to expand its global connectivity. Finally, looking
ahead to the Year of the Horse in 2026, it is the perfect moment to use entertainment, lifestyle and
social content to foster new connections and promote passion around the horse – heritage, power,
elegance and emotion brought to life.
XIX Founder Simon Fuller 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.”
Now United is XIX’s multi-cultural global pop group, featuring young musical and dance talent from
across the world. The collaboration with the Club will see a talent search in Hong Kong for the next
member of the group. The finalist will receive masterclass training from top-class professionals at XIX
Entertainment’s Academy of Pop. There will also be a reality series and music videos filmed with
Now United during their stay in Hong Kong, to be shared with their 40 million social media followers
across multiple platforms around the world. Hong Kong audiences will also have the opportunity to
enjoy Now United’s live performances at the Club’s racecourses and at the LONGINES Hong Kong
International Races in December 2025, the release added.
