Hong Kong Jockey Club sets out stall as global sports entertainment brand
The Hong Kong Jockey Club has partnered with Simon Fuller’s XIX Entertainment as part of a new initiative to position itself as a global sports and entertainment brand.
Fuller managed the Spice Girls in the 90s and was the creator of the American Idol TV franchise.
He and XIX Entertainment have worked with stars such as David and Victoria Beckham, sporting legends Andy Murray and Lewis Hamilton, singers Annie Lennox and Amy Winehouse and collaborated on projects with Jennifer Lopez and Michael Caine.
In partnership with the Hong Kong Jockey Club, XIX’s global pop group Now United will come to Hong Kong and share positive stories about the region and Hong Kong racing with their millions of fans via social media and racecourse performances.
In addition to watching live performances by Now United at the Hong Kong Jockey Club’s racecourses, local people will have the chance to audition to become the next member of the band through a process managed by XIX Entertainment, including training at the XIX Academy of Pop.
Over the last few years, Hong Kong Jockey Club has worked to make racing an attractive visitor experience, with over 143,000 tourists visiting the racecourses so far this season.
In 2023/24, the Club contributed a record HK$40.1 billion (US$5.14 billion)1 HKD = 0.1283 USD
2025-05-13Powered by CMG CurrenShift in tax and charity donations. The Club also recently agreed a strategic collaboration with the China Tourism Group to promote the sport on the mainland.
According to the Hong Kong Jockey Club, the latest part of the plan integrates horse racing and entertainment to expand its fan base and become a premier destination for equestrian sports. The initiative also ties into Hong Kong’s latest five-year-plan, which set an intention of becoming a hub for international cooperation.
Hong Kong Jockey Club Chief Executive Winfried Engelbrecht-Bresges said he was excited to announce the plans, which will enable the Club to contribute even more to Hong Kong and match Hong Kong’s aspiration to expand its global connectivity.
Fuller added, “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.”
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