The Club’s next chapter, however, focuses on expanding its influence well beyond traditional racing audiences.
The company said its new vision is to create a comprehensive sports and entertainment brand that integrates racing, equestrian sports, music, and lifestyle content.
Central to the initiative is a newly formed strategic partnership with global entertainment company XIX Entertainment.
The collaboration marks a significant expansion of the HKJC’s ambition to expand beyond horse racing into broader entertainment and cultural domains, with an emphasis on youth engagement and international outreach.
The Club’s existing initiatives, such as the Happy Wednesday brand, already fuse racing with entertainment and lifestyle events.
These events include raceday appearances by celebrities and performances that aim to enhance the overall spectator experience at the racetrack.
The HKJC, which is also eyeing an expansion into basketball betting, has attracted a growing number of tourists, with over 143,000 international visitors attending its racecourses in the current season.
A key objective is to broaden its appeal among younger generations and to build a more engaged global fan base, particularly in Mainland China.
This long-term vision aligns with the strategic goals outlined in China’s National 14th Five-Year Plan, which positions Hong Kong as a hub for international cultural exchange and global cooperation.Embracing China’s dream
HKJC’s leadership believes that embracing a hybrid model of sport and entertainment will enable it to these national aspirations while simultaneously reinforcing its own global footprint.
The first t project between the HKJC and XIX Entertainment will bring Now United, a global pop group formed by XIX Entertainment CEO Simon Fuller, to Hong Kong.
Now United comprises young performers from around the world and has built a substantial following, with over 40 million fans on social media.
The collaboration includes a talent search within Hong Kong to recruit a new member to the group. This search will begin with auditions starting on 12 May and will target individuals aged 18 and above.
The selected finalist will receive professional training at XIX’s Academy of Pop, gaining access to world-class mentorship and performance opportunities.
In addition to this training, the project will involve the filming of a reality series and music videos in iconic Hong Kong locations.
These productions are designed to showcase the city’s appeal while promoting its racing and entertainment sectors to a global audience.
Live performances by Now United will also form part of the campaign, with appearances scheduled at HKJC racecourses and at the LONGINES Hong Kong International Races in December 2025.
Through these efforts, the HKJC asserts that it intends not only to entertain but also to cultivate new narratives around horse racing — emphasising heritage, emotion, and the bond between horses and humans.
